What We Do
Walk On Walk Off is new pass product from Walks that allows guests to join guided tours of top attractions when and where they choose, without advanced registration. In Spring 2018 Walks is launching a new product line in San Francisco, London & Rome, calling on all travelers to hop off the bus and explore at street level. In each city we will run a schedule of 40 - 60 tours per week, digging into the top attractions of that city as well as more offbeat adventures like a food tour in Rome or a Jack the Ripper tour in London. Each tour is 60 - 90 minutes long and no advance registration is necessary. Guests just buy a pass (priced $45 - $60, valid for 7 days), grab a schedule and join the tours that suit them. Redemption is unlimited, so if they really like a tour, they can take it twice. We call it Walk On Walk Off.
We're capitalising on a product (Hop On Hop Off) that is already familiar to consumers, but taking a more sophisticated approach by contrast.
Top Three Things to Communicate
#1 - Walk On Walk Off
#2 - Sophistication
#3 - Spontaneity
Our Target Audience:
Our target audience in 25 to 45 year olds primarily based in North America. They are college educated professionals, often traveling in couples or with their families. They have enough disposable income to visit Europe for 10 days to two weeks, but not so much that bargains are not important to them. Their time is valuable - this is probably one of, if not the only time they will visit the city they are in so we have to make sure that they get plenty of value for their money.
This new product in particular, we aim to target the younger end of our customers: people who want to get in depth information about a city while still maintaining the freedom and flexibility that is sometimes lost when you have to schedule your day around a tour.
The Walks color palette includes:
Walks Jade Green: #57B69D
Walks Blackberry: #443D47
Walks Blackberry Light:: #67626b
Walks Blueberry: #2D4460
Walks Blueberry Light: #427899
Walks Slate Grey: #C8D0D8
Walks Misty Mountain: #F7F7F7
Walks Cranberry: #AF3756
Walks Star Gold: #FFB446
We would like to see versions using combinations of this pallette.
Our Ideas and Additional Information:
We are looking for a flat and minimal style that will fit within our existing brand and complement our existing logo. Our preference is a typography treatment, which can include an illustration as part of an identifier. It needs to be scalable and easily identifiable.
We would like the tone to keep with the heritage of our brand but coming off as slightly (ever so slightly) more free and lighthearted. The square container is a key part of our existing logo so we would be interested in seeing some versions that utilize this.
We also want the tone to be more sophisticated than that of our competitors.