Arts & Leisure
With three decades of success in crafting exceptional travel experiences, Arts & Leisure had established themselves as trusted experts in luxury travel. Yet, they faced a familiar challenge: their brand story wasn't fully capturing the depth of their expertise or the true value they delivered to clients. When Channel 13 approached Next Edition to refresh their brand narrative, we saw an opportunity to articulate what set them apart – not just their ability to plan extraordinary journeys, but their unparalleled industry connections, deep destination knowledge, and commitment to personalized service that transforms travel dreams into reality.
Client
Channel 13 Design & Advertising Inc.
Services
Brand Story & Positioning
Brand Messaging Hierarchy
Marketing & Sales Communications
Bringing Light to a Story Untold
Our collaboration with Channel 13 began by diving deep into Arts & Leisure's established success. Since 1993, they had built an impressive network of global connections and a reputation for excellence in the luxury travel industry. However, their existing messaging wasn't fully communicating the breadth of their capabilities or the exclusive benefits their clients had access to. We needed to create an aspirational story that would highlight their ability to open doors to experiences most travellers didn't even know existed, while highlighting the peace of mind and assurance that comes from working with such a respected name in luxury travel.
“A Trip of a Lifetime, Every Time” – these words became the foundation of our narrative strategy. Every journey Arts & Leisure crafts is unique, every experience carefully curated, and every detail thoughtfully considered. This promise speaks to travelers seeking more than just luxury – they seek authenticity, cultural immersion, and personal transformation through travel.
Brand Repositioning Strategy
For an established luxury travel boutique like Arts & Leisure, evolution meant more than just refreshing their message – it required a complete reimagining of how they communicated their value. Our strategy focused on three key elements that would help them re-emerge as the distinctive voice in luxury travel they had always been:
Depth of
Experience
We wanted the messaging to highlight what 30 years of excellence really means: enduring relationships with exclusive properties, trusted local experts, and cultural insiders. This wasn't just about access – it was about articulating the confidence that comes from choosing a travel concierge who has personally vetted the experiences they recommend.
Personal
Curation
Rather than presenting a catalog of destinations, we developed messaging that emphasized their talent for understanding each client's unique interests and creating perfectly tailored experiences. We wanted to convey to clients that every itinerary is a personal story, thoughtfully written with moments of surprise and delight – just for them.
Industry
Leadership
As part of the messaging strategy, we worked with Channel 13 to communicate A&L’s scale, credibility, industry influence, and capabilities to enhance every aspect of a client’s travel experience. Through the website’s design, this is powerfully demonstrated through the A&L Collection, a selective portfolio of partner properties offering exclusive amenities to their clients.
Transforming Every Touchpoint
The transformation of the Arts & Leisure brand story touched every aspect of their communication. We enhanced their digital presence to better articulate the depth and breadth of their capabilities, with rich, emotionally resonant storytelling that helps visitors envision their own extraordinary journeys. For marketing and sales communications, we developed a more sophisticated approach to presenting their services, emphasizing their position as trusted advisors who don't just plan trips – but create transformative travel experiences backed by decades of expertise.
The Outcome
This project marked a successful re-emergence for Arts & Leisure, clearly articulating the value they had always delivered to discerning travelers. By highlighting their unique combination of global connections, personal service, and proven expertise, we helped them stand out in the luxury travel space in a way that felt both fresh and authentically true to their heritage.
The new positioning strengthened their reputation as industry leaders, while giving them a contemporary platform to showcase the depth of their offerings and unparalleled expertise in crafting exceptional travel experiences.