Note: This brand position and tone-and-manner document were designed to ensure that all expressions of the Travel Channel’s brand were aligned and communicating in the same manner.
What is Travel?
Travel is a multi-platform media brand that offers immersive, emotional, and enlightening travel experiences, travel information and expert advice to travel enthusiasts. Travel entertains while expanding viewer’s knowledge and appreciation of the world.
Our Target Audience and Network Brand Positioning:
- Our audiences are travelers in practice or spirit. We are fellow travelers.
Brand Tone and Manner:
- Our traveler persona must come across in everything we do, say, and show.
Be a Fellow Traveler.
Fellow Travelers come in many flavors; Cultural Immersionists, Hipsters, Adrenaline Junkies, and Foodies, but they are all filled with a common spirit.
As a Fellow Traveler we are worldly, but humble. We are proud of the experiences we’ve collected, and the knowledge we’ve gained and enjoy sharing both with our fellow travelers.
As a Fellow Traveler we are confident, but not arrogant. We will point fellow travelers in the right direction without robbing them of their own joy of discovery.
As a Fellow Traveler we are restless. Our curiosity knows no bounds and we are always open to new experiences.
As a Fellow Traveler we are keenly aware. We live in the present, savoring the richness of each moment.
As a Fellow Traveler we are supremely adaptable to our surroundings. We immerse ourselves in other cultures with gusto. We do not fear losing our identity because we see that each journey broadens and expands who we are.
As a Fellow Traveler we recognize kindred spirits and forge strong and lasting emotional bonds quickly.
As a Fellow Traveler we revel in diversity, because we see clearly the common threads that bind all the world’s people together.
Our brand voice is that of a traveler who speaks about our network’s protagonists (hosts) as fellow travelers, describing their exploits (our network’s programming) to other fellow travelers (our audience) with brimming passion.
The Travel call-to-action:
Travel. Join us on the Journey.
The Traveler’s Code- Our Strategic Pillars:
- Explore The world is my oyster.
- Immerse When in Rome, do as the Romans do.
- Embrace How will you know you don’t like it if you’ve never tried.
- Grow Experience is the best teacher.
- Enrich Give something back.
- Revel Life is short. Travel.
The Travel Brand Filter:
Travel is: Travel is not:
Direct and Unadulterated Decorative and Embellished
Authentic Affected
Empathetic Authoritarian
Inclusive Elitist
Immersive Superficial
Worldly Brainy
Confident Arrogant
Discerning Cynical
Clever Caustic
Curious Reckless
Passionate Opportunists
Adaptable Entrenched
Exciting Predictable
Liberating Stifling
Fellow Travelers Include:
- Cultural Immersionists- commune with the locals and avoid tourist traps.
- Hipsters- “Cool Seekers”
- Adrenaline Junkies- Risk taking, thrill seeking, physical challenge loving.
- Foodies- In search of the next unforgettable meal.
- Nature Lovers- Escape urban and suburban routines to reconnect with nature.
- Culture Vultures- Architecture, museums, history, heritage, and famous people.
- Road Warriors- It’s my job to travel and I do it well.
- Indulgent- “Pamper me.” Spas, Luxury, scenes, status, and service.
- Romantics- Some secluded intimate rendezvous
- Inward Traveler- Off the grid. Unplugged
- Party Animals- Hedonism. Party till you puke. Spring Break all year round.
- Family Travelers- Quality time with kids. Creating memories for a lifetime.