by Mia Taylor
Last updated: 3:27 PM ET, Tue June 19, 2018
GetYourGuide is launching a new product concept.
Project Incredible, a branded tour offering curated from the best of its global network of travel experiences which the Berlin company is developing from the ground up, is set to begin in August.
The tours will be developed in partnership with GetYourGuide's top local partners and include such things as experienced, engaging guides who have completed specially-developed training programs; curated itineraries that offer special access to top attractions, landmarks and historical sites and precisely engineered meeting points and check-in for a seamless participant experience."
"Since the inception of GetYourGuide, we've been on a journey to transform the way travelers discover and book sightseeing tours," Johannes Reck, CEO and co-founder of GetYourGuide said. "Project Incredible represents the next phase of that journey: to fundamentally transform the tour experience itself, and in doing so, the way we connect with travel destinations."
Project Incredible will begin with a pilot run of five tours in three iconic European destinations, which have not yet been revealed. The tours will be bookable through the desktop and mobile website and native apps. The offerings are slated to expand to an additional 100 tours in 15 global destinations in 2019.
"An insight we've known at GetYourGuide since the beginning: The most emotional, memorable part of any trip isn't how you get there, or where you stay. It's what you see, do and experience that stays with you forever," Reck said in a post for Medium. "The time is ripe for a travel experience brand that you can really fall in love with. GetYourGuide is going to be that name."
At the same time it announced the branded tours, GetYourGuide also revealed an all-new brand identity built around the central promise of "Love Where You're Going."
The identity is reflected in a new logo and visual language, both of which feature a linear "pathfinder" theme intended to evoke the traveler's journey, the company said.
The design theme is also a prominent part of the look and feel of GetYourGuide's reimagined desktop and mobile websites and native apps.
To develop its new brand, GetYourGuide partnered with strategic insight consultancy Flamingo and research agency Tapestry to conduct in-depth customer and industry research, and leading London-based brand agency DesignStudio to translate key insights from the research process into a consistent brand vision, identity, and architecture.
"We went on a journey into the psyche of the traveler, where we discovered a deep interplay between hopes and fears within the trip-planning process," said Claire Davidson, head of brand at GetYourGuide. "We also journeyed into our own identity as a travel company and discovered we're in a unique position to assuage those fears and surpass those hopes. We're confident in the ability of our new brand to do so, enabling travelers to truly love their destination."
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