Cartoon Characters to Soften Agoda’s Image

16 September, 2019 Martin Kelly

If all you’ve got is price, what do you do to soften your image?

The answer of course is to create a cute little character to represent your brand.

And that is exactly what Agoda, the Asian OTA notorious among hoteliers for its cutthroat pricing practices, has done.

It’s launched a range of “Agojis” the company says reflects Agoda’s corporate personality which is, wait for it, “thoughtful, surprising, unexpected, playful and humble”.

Five words I would never have associated with the brand.

That’s marketing for you, often a case of wishful thinking. Agoda has also tweaked its logo as part of a brand refresh.

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My name is Martin Kelly and I run Travel Trends, a content, marketing, research and strategy consultancy for travel businesses.

I help travel companies improve their positioning, communications, stakeholder engagement and public relations through content-led strategic initiatives.

Typically I develop a multi-tier approach including stories/blog posts, newsletters, media releases, white papers, reports and events - all designed to better connect business with their customers.

Often, my clients have neglected their marketing communications so I work with them to create credible positioning and messaging to ensure a solid, relevant platform before embarking on outreach.

I am also a respected travel industry analyst, contributing to Phocuswright's regional research reports while representing them as a speaker at events in Australia and overseas.

In terms of background, I started the Travel Trends website to support the No Vacancy and TRAVELtech conferences, which I founded and ran for many years before selling in 2016.

I've kept the site going as an example of my work and still file the occasional story.

I'm always open to new opportunities and would love to hear from you. For further information please email martin@traveltrends.biz

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