Solmar Villa Holidays


Tone of Voice Development, Brand Story and Brand Guidelines Update


Luxury Travel


  • Damien | Strategy
  • Andrew | Account Director
  • Sarah | Account Manager
  • Colin | Creative Director
  • Olly | Copywriter

Solmar Villa Holidays is an award-winning, highly trusted and exclusive villa holiday provider who have been successfully operating for over 30 years. Having gone through a period of exponential growth, they needed to better define their written brand personality by creating a consistent brand tone of voice to work across all internal and external touchpoints.

What did we find that was extraordinary? By bolstering the brand with a defined brand voice, they can evolve their communication materials and messaging to consistently reflect the Solmar difference.

How we extracted the extraordinary

We immersed ourselves in the business with a comprehensive audit of all existing communications, assessing what worked and what didn’t. To gain further insights, we held an on-site workshop at the client’s HQ with senior leaders, department heads and the core marketing team. With interactive activities largely based around the ‘11 Primary Voices’, the outputs led to the crafting of a cohesive Brand Story and a comprehensive Tone of Voice Guidelines document.

These informed a Direct Marketing piece that went out to over 50,000 people and a TV commercial that launched during prime-time on Channel 4 on Boxing Day. We also created a bespoke e-guide to map out the entire Solmar journey for first-time villa holiday bookers.

To further embed this work internally, and to ensure consistency across all guest touchpoints, we held an online implementation workshop for all key departments across their business.