Challenge

With a universal awareness of CNN amongst seasoned
travellers, the brand believed there was a huge opportunity
to stretch into the world of travel. But how could it leverage
this opportunity through licensing? How could we tap into
consumers’ needs and desires in a credible way for CNN?

Approach

We immersed ourselves in the CNN brand, its consumers
and market trends and then used the insight gathered
to facilitate an innovation workshop with the client. At the
workshop we developed a proposition for CNN in the world
of travel and generated ideas for travel concepts. This
helped us create brand-led consumer-centric concepts and
ideas. We then designed a sales document to show CNN’s
relevance in the travel world.

Results

The sales document is CNN’s key tool to engage
potential partners to license the CNN brand and develop
a host of travel products. The initiative has led to some
early appointments with key publishers and has generated
great interest in retail experience possibilities.