How to Create a Tagline That Tells Your Agency’s Story

Quick quiz: What company comes to mind when you hear the tagline ‘Don’t Leave Home Without It?’ How about ‘Just Do It’?

A memorable tag line can help create a distinctive brand identity that sticks with customers for years. Within the travel industry, many consumers remember that Avis tried harder and American Airlines was something special in the air.

“Next to your company’s name, a tagline is the most meaningful message you have,” Nancy Schwartz, president of Nancy Schwartz & Company and publisher of GettingAttention.org told Travel Market Report. “When it’s wellcrafted, it’s easy to remember and repeat, and is very much about branding.”

Schwartz is an expert in non-profit marketing and has worked with the Robert Wood Johnson Foundation, United Jewish Federation of Tidewater and Environmental Health Coalition among others.

To help make a tagline more memorable and give it punch, the ideal tagline is eight words or less, Schwartz advised. “The battle that every marketing message is facing today is that the individual is inundated by more and more content, so the shorter you can get without losing meaning, the stronger the tagline will be,” she said.

On a more immediate level, a good tagline tells a prospect exactly what the company stands for.

To make a tagline good you need to know what’s important to your target market. Are your clients older and want to feel safe when traveling? Or is most of your target clientele adventurous at heart? Do you want prospects to know you’ll take care of every detail of their trip, or that they’ll feel refreshed if they travel with you?

“When you find an overlap of what’s important to your company and what’s important to your consumer, and you convey that in a tagline, it tends to stick,” Schwartz said.

Many travel agency taglines fall into the category of capturing the spirit or promise of the agency. Some strive to make an emotional connection.

In no special order, here are just a few of the taglines agencies have shared with Travel Market Report. (Note: many of these are copyrighted and should not be copied.)

Let us orchestrate your world! – InConcert Travel LLC, Bannockburn, IL

Making your vacation visions come alive. – Vacation Visions, Chandler, AZ

A world of sophisticated journeys and retreats. – Lux World Travel, Rochester, NY

Fun adventure to get you out of your box! – Tough Love Travel, Lambertville, NJ

Journey with confidence. – Travel Café, Billings, MT