JCY Brand Positioning

Project Overview

Sovannaphum partnered with JCY Tour and Travels to redefine its brand identity, repositioning the company to appeal to a younger, digitally native audience while clearly differentiating it from long-established competitors in the travel and tourism market. A new brand positioning was developed to present JCY Tour and Travels as a modern, customer-focused travel brand aligned with the expectations and behaviors of today’s younger travelers.

Our Approach

We conducted comprehensive market and audience research, followed by the development of a refreshed brand identity, a clear messaging framework, and a targeted go-to-market strategy designed to resonate with the under-30 demographic.

The Result

The repositioning successfully transformed brand perception, resulting in a 40% increase in market share among travelers under 30 and a significant uplift in overall brand sentiment.