Creative Brief & Branding Campaign

The customers of Global Management Services (GMS) tend to be medium- and large-sized businesses that enlist GMS to arrange incentive travel programs, meetings, and conventions. Destination management is a crowded industry in which literal word-of-mouth has been a consistent marketing tool. GMS hired us to raise awareness of the company in the United States by sharpening its brand identity and building its email list.

Within the creative brief for GMS, we laid out branding campaign comprising four successive and interrelated initiatives: redesign the website, produce an engaging ebook, create and update a new blog, and retool their biweekly email newsletter.

Before we retained Canright, our emails just weren’t getting opened, and we had no content management strategy to speak of. Thankfully, that’s no longer the case.
– Hanson Ansary, President & CEO, GMS

We proposed messaging to differentiate GMS from other destination management companies. We wrote a new tagline and fresh, search-optimized copy to introduce GMS and its services. We also introduced a sign-up form to capture leads.

For lead generation, we wrote and designed an ebook that could be downloaded from the homepage. The ebook features clean design and engaging copy that take readers to the same exciting destinations where GMS takes its clients.

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