ARC: Refreshing a 30-Year-Old Brand
Until 1978, the government regulated airfare pricing. That year, legislation was passed to deregulate it but there was no airfare model or settlement system that worked between airlines and agencies. ARC, Airlines Reporting Corporation, was born out of necessity and brought order to the airline pricing industry. But because it grew out of such an immediate need, it never really branded itself…until now.
ARC wanted to tell the world who it was today, much different than it was 30 years ago, and showcase its value to the travel industry. To accomplish this, Allison+Partners created an integrated campaign that included a new brand platform, visual identity, messaging and materials.