AirTrip
AirTrip is a pioneering property management company in Australia, offering property owners and investors both long- and short-term rental strategies within the same agency. With a nationwide portfolio of over 500 properties, AirTrip has built a dynamic reputation as a trusted adviser and partner for property investors.
Their team is comprised of seasoned property investors, financiers, developers, and real estate professionals, all with decades of experience. This expertise enables AirTrip to consistently maximise income opportunities for property owners and selling agents, making them a sought-after leader in the ever-evolving property management sector in Australia.
Industry
Property Investing & Property Management
Brand Type
ReBrand
AIR
light, fresh, breathe, essential, life, flow, ever present, transparent...
TRIP
travel, experience, journey, destination, discovery, adventure, home away from home...
BRAND CHALLENGE
Despite being a promising start-up, AirTrip, after five years in the industry, found that its Brand had become lost in the highly competitive property management market. With the rise of global disruptors like Airbnb and a growing demand for unique accommodation experiences, AirTrip struggled to maintain a clear value proposition. The Brand lacked differentiation, and its message no longer resonated with the target audience.
To continue growing and secure new capital from investors, the Brand needed to evolve, presenting a fresh vision and values that would strengthen its market position. Simultaneously, the shift in the accommodation industry — driven by millennial and Gen Z travellers — necessitated a complete Brand overhaul. New technologies, innovative designs, and guest-centric services were reshaping the landscape, and AirTrip needed to stand out in this rapidly transforming digital environment.
Brand solution
To revitalise the Brand, we first identified the key differentiators that set AirTrip apart from its competitors. A Brand Strategy Workshop revealed that AirTrip needed to appeal to two primary audiences: property owners and investors on the supply side and short- and long-term tenants on the demand side.
To address this, we created a dual-Branded approach. The overarching Brand, AirTrip, was supported by two sub-Brands: AirTrip Wealth, which targeted investors and property owners by focusing on maximising property income, and AirTrip Experience, which appealed to end-users, offering an individualised and immersive rental experience.
By positioning AirTrip as a hybrid of Airbnb — the privacy and freedom of serviced apartments and the luxury of hotels — the Brand highlighted the individuality and flexibility of its service, the spaciousness of serviced apartments, and the high standards and comfort of hotels. The refreshed Brand tone was light, adventurous, and playful, perfectly aligned with younger, more freedom-seeking audiences.
Brand deliverables
The comprehensive ReBrand involved developing a new Brand Identity, including the creation of a Brandmark, Guidelines and a consistent Brand Positioning across all channels. This process encompassed both print and digital design, ensuring that every touchpoint reflected the new Brand Essence.
We designed key marketing materials such as capital raise documents for investors, a robust social media strategy, and sales pitch materials tailored for business development. Additionally, the deliverables extended to uniforms, signage, and digital assets for every customer channel.
AirTrip’s new Brand Identity not only helped them reconnect with their target market but also positioned them as a versatile and dynamic player in the property management industry, driving both investor interest and tenant engagement.
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