Brand Tango Helps DAE Disrupt The Exchange Service Market

Leading hospitality brand agency, Brand Tango, has crafted a powerful new platform that leverages the unique brand assets of worldwide vacation exchange provider DAE. Together, the agency and DAE are working to position the global company as a challenger brand in the vacation ownership exchange market.

Brand Tango was recently engaged by DAE, the world’s largest independent exchange provider, to bring forth DAE’s core strengths as a consumer and developer-focused vacation exchange provider. “With a revolutionary product, new brand vehicles, messaging and technology DAE’S model will redefine the future of exchange for millions of owners and members, “ says Brand Tango’s president and CCO, James Kluetz.

“Since opening its doors in 1997, DAE has challenged the status quo of the exchange market by offering a simplified version of vacation exchange. By stripping away complicated rules and regulations, layers of fees and unattainable reward promises, DAE is keeping the focus on the member, where it should have always been,” says Brand Tango CEO, Joe Russoniello.

Rather than constructing a hierarchy of fees, DAE’s transaction model offers one low exchange fee for all week-for-week transactions. “The product is all about choice – not obligation. Customers can choose to join DAE at no cost, because DAE does not require membership fees. ‘Turn Fee Time into Free Time’ is at the core of DAE’s brand messaging and Members love it,” says Kluetz.

Brand Tango’s multi-touch rollout campaign includes new B2B and B2C print ads, a suite of B2B collateral and new member materials. Soon, new technologies in mobile and web will be introduced to further support DAE’s brand promise of simplicity through self-service and advanced exchange search functionality.

Importantly, the message for the business side of vacation ownership is that DAE is a no-membership fee-required, no obligation exchange option that’s focused on the satisfaction of owners and members. “DAE enjoys the highest customer satisfaction rating of any exchange provider because their product is loaded with additional benefits, not additional fees and that’s good for everyone,” says James Kluetz.

CEO of DAE Francis Taylor said the brand concept and collateral produced by Brand Tango was the crucial element DAE needed to shake up their perception in the eyes of the industry.

“It’s not just our own members that we’ve done this for, but for all the developers, sold-out resorts and HOAs that are struggling to engage their owners. They need a fresh product, and Brand Tango has helped us reshape our messaging around our product offering to fill that void,” he said.

Mr Taylor added the results had already proved effective. “Since the campaign was introduced at the end of 2014, we’ve received positive feedback from developers who say they are ready for change in the exchange space.

“That is the service we are here to provide at DAE, and it’s thanks to Brand Tango that we are now in a position to further build our reach, and in turn, increase customer satisfaction across the globe.” 

About Brand Tango

Brand Tango is a comprehensive marketing, design, and technology company with clients in hospitality, real estate, recreation, employment, health care, and financial services. Recent projects include interactive technology and design for Silverleaf Resorts Inc.’s Vacation Store in Buford, Ga., a comprehensive branding campaign for DAE, branded sales environment concepts for International Cruise & Excursions Inc., and mobile solutions for Club Melia, Karisma Resorts and AM Resorts. Relying on their decades of combined expertise, its principals and staff help clients find solutions that deliver measurable results. To set up a briefing on Brand Tango’s emerging mobile concierge application and services in branding, creative product envisioning, sales center environments, technology for marketing programs and more, contact Joe Russoniello at (954) 295-7879 or [email protected].

About DAE (Dial An Exchange)

DAE has grown significantly since it first opened its doors in 1997.  A strong focus on quality customer service has led to their continued growth as over 50% of their new memberships have been the result of personal referrals.  Today, the company services over 1 million timeshare owners (including 500,000 direct members) at resorts and clubs through 12 offices worldwide, and is a truly viable option for all timeshare, points and fractional owners to exchange their weeks and points or credits products. DAE’s robust set of membership benefits makes it easy for owners to truly enjoy their vacation ownership experience. Their simple, flexible and innovative direct to consumer approach has evolved into a range of business development and support tools for their business partners such as resorts, management companies and Home Owners Associations who are looking for a competitive edge to support their rapid growth.

DAE offers a value added Gold Advantage benefits program along with low exchange fees, a 3-year credit for every banked week, 24/7 live access to exchange weeks, personalized customer service, worldwide vacation availability, discounted rental weeks in prime locations and informative monthly e-Newsletters providing travel tips, destination ideas and money saving promotions and offers. At DAE, the timeshare owners’ needs come first and foremost and quality of service is never compromised. For more information, please visit www.daelive.com.