Brand Tone

Aspirational & Inspiring, Expert & Authoritative, Personalized & Caring, Professional & Trustworthy, Enthusiastic & Passionate

Brand Values

• •Expertise: Deep knowledge of Australia as a travel destination.
• •Personalization: Commitment to creating tailor-made travel experiences that fit individual desires and needs.
• •Quality: Focus on providing high-quality services, accommodation, and experiences.
• •Authenticity: Offering genuine Australian experiences and local insights.
• •Customer Satisfaction: Striving to create memorable and fulfilling journeys for their clients.
• •Passion for Travel & Australia: A core enthusiasm for the destination they promote.

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining the key elements of your brand tone (e.g., aspirational, expert, caring), including approved vocabulary, phrases to avoid, and examples of on-brand and off-brand copy. Share this with anyone creating content.
• •Prioritize "You" over "We": While showcasing expertise ("We have been crafting...") is important, frame benefits and experiences around the customer. For example, instead of "We offer custom tours," use "Your personalized Australian adventure awaits." This makes the copy more client-centric and engaging.
• •Infuse Passion Authentically: Let genuine enthusiasm for Australia shine through. Use vivid, sensory language to describe experiences, but avoid hyperbole that could sound inauthentic. Share personal insights or "insider tips" where appropriate.
• •Balance Inspiration with Information: While the "dream" aspect is key, ensure copy also provides clear, practical information that builds trust and helps potential travelers in their decision-making process. Back up aspirational claims with concrete details about expertise and service.
• •Maintain Consistency Across All Channels: Ensure the brand tone is consistently applied everywhere – from website copy and blog posts to social media updates, email communications, and even how customer inquiries are answered. Regular audits of content can help maintain this consistency.

Social Perception

Specialized Niche Player, High-Quality, Custom Travel, Reliable for Complex Itineraries, Dependent on Direct Marketing and Word-of-Mouth

Copy Examples

• •Headline (Website Banner/Ad): "Votre Rêve Australien Commence Ici. Voyages sur mesure, souvenirs inoubliables." (Your Australian Dream Starts Here. Custom trips, unforgettable memories.) - Tone: Aspirational, Promising, Personalized.
• •Social Media Post (Instagram/Facebook): "Imaginez... les couleurs irréelles d'Uluru au coucher du soleil, la Grande Barrière de Corail à portée de main, l'effervescence de Sydney. Nos experts passionnés transforment votre rêve australien en une aventure taillée pour vous. Prêts à explorer? #DreamAustralia #VoyageAustralie #SurMesure" (Imagine... the unreal colors of Uluru at sunset, the Great Barrier Reef within reach, the buzz of Sydney. Our passionate experts transform your Australian dream into an adventure tailored for you. Ready to explore?) - Tone: Inspiring, Enthusiastic, Expert.
• •Email Subject Line (Newsletter): "Confiez-nous votre Australie : Des experts à votre écoute pour un voyage unique." (Entrust Your Australia to Us: Experts at Your Service for a Unique Journey.) - Tone: Trustworthy, Personalized, Expert.
• •About Us Snippet (Website): "Depuis 2006, Dream Australia façonne des voyages uniques au cœur de l'Australie. Plus qu'une destination, c'est une passion que nous partageons, en créant pour vous des itinéraires sur mesure qui révèlent l'âme authentique de ce continent fascinant." (Since 2006, Dream Australia has been shaping unique journeys to the heart of Australia. More than a destination, it's a passion we share, creating custom itineraries for you that reveal the authentic soul of this fascinating continent.) - Tone: Authoritative, Passionate, Authentic.
• •Call to Action (Blog Post/Product Page): "Prêt à vivre l'aventure australienne dont vous avez toujours rêvé ? Contactez nos spécialistes dès aujourd'hui pour commencer à créer votre itinéraire personnalisé. L'Australie vous attend !" (Ready to live the Australian adventure you've always dreamed of? Contact our specialists today to start creating your personalized itinerary. Australia awaits you!) - Tone: Encouraging, Expert, Aspirational.