Australians are becoming more familiar with helloworld, according to the group’s head, as investment in marketing activity increases the agency’s presence around the country.
Speaking at the annual general meeting this week, Elizabeth Gaines said during the last financial year the company focused on transforming its brand from Jetset Travel to helloworld and solidifying its foundation for the future through promotion.
A helloworld spokesperson told KarryOn the company does not disclose marketing spend, however, ad campaigns were created for TV, newspaper, billboards, digital, search engines and social media.
“Following the successful implementation of the helloworld brand and digital offering, our goal remains an absolute focus on consolidating our position as the best travel agency group in Australia.”
Elizabeth Gaines, helloworld chief executive
And the group is certainly on the way to achieving its goal. In the year to 30 June 2014, the agency group successfully converted 1,000 branded, associate and affiliated travel agents in Australia under the helloworld retail models.
It now has a network comprised of 1,700 locations across Australia and New Zealand.
It also won the award for ‘Best Agency Support Service’ at the AFTA National Industry Awards.
helloworld chief Elizabeth Gaines said marketing has increased the group’s presence around the country.
Ms Gaines said to be recognized as Australia’s best agency group within the first year of the rebrand is a “significant achievement”.
Meanwhile, full year results were on in line with expectations. The rebranding caused the company to report a loss before tax of $61.2 million.
Total transaction value was recorded at $4.9 billion and earnings before interest, tax, share-based payments, depreciation, amortisation and impairment was down 25 percent to $40.6 million.
Ms Gaines said it was too soon to predict outcomes in the coming year, however, profit before tax is expected to improve “significantly” in FY15.