Question

Topic: Taglines/Names

Blue Diamond Travel

Posted by sailaway2006 on 5/21/2017 at 6:26 PM ET 500 Points
Need a tag line for upscale cruises and tours. Catchy, but not tacky.
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  • Posted by Jay Hamilton-Roth on 5/21/2017 at 7:54 PM Member
    Is the name of your business "Blue Diamond Travel"?
    Do you specialize in a region or type or region of traveler?
    Ultimately, why should people choose to hire your services? What makes you amazing?
    Why do you think you need a tagline?
    Rather than something attention-getting ("catchy"), it's probably better to convey a key benefit about working with you. That's the reason for all the above questions.
  • Posted by sailaway2006 on 5/22/2017 at 6:41 AM Author
    Jay,
    great questions. In the travel business it is very difficult differentiate yourself. We all sell the same thing, the same destinations. Some of us just have more experience. I am an old timer so I do a lot of individual travel packages, put itinerearies together for people. I currently work for someone, but want to change to a host agency called Avoya. They require that you become an LLC, therefore the quest for a name and a tag line. I want to do more luxury stuff, hence the name Blue Diamond, thinking that indicates upscale? Does this make sense? Rosie
  • Posted on 5/22/2017 at 11:36 AM Accepted
    You've convinced me that yours is a very competitive industry. No argument there.

    But this tells me that to be successful you need some legitimate REASON, or BENEFIT, for your target audience to select you instead of another travel professional. Simply being older and more experienced isn't enough unless you can translate those features into a compelling benefit for the target audience.

    This is usually the hard part for would-be entrepreneurs. They think a catchy name or tagline will somehow do their positioning and marketing for them. They don't understand that the opposite is true. A catchy tagline may amuse or entertain the target audience, but it won't give them any information about the benefit they can expect if they engage with the marketer. And the target audience is, in fact, distracted (by the "catchy" witticism) from their mission of finding a suitable supplier who can meet their needs. Don't do that to yourself.

    Start with the hard work of developing a unique and compelling benefit-oriented Positioning Statement. If you need a consultant to guide you through the process, hire one. (There are several of us in this forum.) It will be well worth the time, effort and money if you are really serious about your business.
  • Posted on 5/22/2017 at 5:19 PM Moderator
    "Blue Diamond" brings to mind the designations of difficulty for ski trails ... except I don't think I've ever actually seen a blue-diamond trail. Green circle? Yes. Black diamond? Yes. Blue diamond? I don't think so. (Blue square? Yes.)

    The real issue is what "Blue Diamond" means to your primary target audience. Have you asked them?
  • Posted by Jay Hamilton-Roth on 5/22/2017 at 11:01 PM Accepted
    Aside: Blue Diamond may be a good name (https://en.wikipedia.org/wiki/Blue_diamond) or not (if lawyers at Blue Diamond Almonds complain).

    Given your goals, your tagline needs to position you clearly, for example:
    (Specializing in) Exclusive Cruises and Tours
    The Elegant Cruise Concierge (or Company)
  • Posted by Shelley Ryan on 6/12/2017 at 7:05 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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