[PRNewswire] Responding to increased competition, Voila - a leader in Haiti's wireless industry for 10 years - engaged Seattle advertising agency The Garrigan Lyman Group to redefine its brand position. The new campaign draws on Voila's strong commitment to Haiti and features a television spot with Haitian-born musician Wyclef Jean.
Over the past 10 years, the founders of Voila's parent company, Trilogy International Partners, have invested more than $200 million in Haiti building the business and supporting education, sports, music, the environment, job creation and hunger relief. In recognition of these efforts, the U.S. Department of State nominated Trilogy for the Secretary of State's 2009 Award for Corporate Excellence.
Brand positioning: What you say matters
To create the brand platform, Garrigan Lyman looked to Voila's deep Haitian roots.
"Voila's corporate citizenship is a compelling differentiator," said Rebecca Lyman, Principal, The Garrigan Lyman Group. "The Voila brand is uniquely Haitian and celebrates self-expression and personal empowerment. We crafted the positioning of 'What you say matters' as a tribute to the strong Haitian spirit and voice."
Through energetic photography, bold colors and Haitian-inspired artwork, the visuals reflect a sense of community and shared celebration. Because landlines in Haiti are extremely limited, wireless phones are critical to keep people connected to friends and family.
"Garrigan Lyman really understood our deep commitment to Haiti and our desire to celebrate the Haitian culture," said Brad Horwitz, President/CEO, Trilogy International Partners. "This work embodies the essence of Voila."
Haitian Wireless Company Voila Repositions for Future Growth
see also Voila