Generating a key effective slogan was possibly more difficult than creating a name for the brand as although the name needs to make an instant impression the slogan needs to sum up the whole concept explains it to the consumer in just a few words. This becomes difficult when the concept of the service hasn't yet been defined so there is no prior knowledge to the consumer to fall back on. Taking my research into the Split The Bills business model I looked at their slogan 'we take the fuss out of your shared student bills' to take inspiration from, to me this slogan is too wordy however it explains the service perfectly advocating the primary sale motivation of less 'fuss' and explaining the service they offer. I would like my slogan to be more succinct in order to really capture the attention and imagination of the target demographic.
I created a vast range of slogans to work from, initially jogging everything that came into my head down unfiltered as a means of producing a tangible form of these ideas on paper. From this I then started refining these to the slogans that most articulated the concept.
Get up and go
This slogan inspires spontaneity, implying that using brands service the consumer can just get up and go with no organising or hassle when it comes to the visa application process. However I found this alludes to this but doesn't explicitly mention this and could be perceived as too ambiguous for a slogan.
The easiest way to travel
The superlative 'easiest' will appeal to the millennial demographic highlighting its the most effective way to incorporate this into their busy lifestyle, being that convenience was part of my samples primary purchase motivation to pay for this service within my primary questionnaire.
Travel more, stress less
Exploring this concept more, I refined this slogan to 'Explore more, Stress Less' as within my primary research the participants main reasons for travel were to explore new cultures and places. This paired with the primary purchase motivations of convenience and wanting to see new places and cultures paired these two phrases together.
Conclusion:
Obtaining feedback from millennial participants it was established that the most effective slogan is "Explore more, Stress less" This combines primary purchase motivations for paying for the service with the key reasons the target audience choose to travel. It acknowledges their busy lifestyle and willingness to pay a third party for convenience and encompasses the ideology of the brand which is to let them take care of the boring applications leaving the consumer to have fun and enjoy travelling, not stressing about the details.
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