The Power of Brand Equity: Dream Vacations Lights Up NYC

September 18, 2023

Brand equity is one of the key pillars of building any business. The ability to leverage an established brand is often part of the appeal of a franchise model – in fact, for many entrepreneurs, it is the core selling point of franchising.

This summer, to promote brand equity for its franchisees, Dream Vacations illuminated one of the most iconic intersections in the world – New York’s Times Square. At an imposing 120 feet in height, the billboard’s azure tropical imagery created something of an aesthetic oasis in the sky over the eternal “organized chaos” of New York’s streetscape. Amongst the entrancing graphics was a clear call to action: “Paradise Awaits – We’ll Get You There” – and the Dream Vacations logo – promoting the usage of a Travel Agent to book your next vacation.


“We are thrilled to make a splash in the Big Apple with our Times Square digital billboard,” said Alicia Linden, Vice President of Consumer and Recruitment Marketing at Dream Vacations. “It’s the perfect moment for us because we’re seeing a surge in vacations being booked, and the prominent display raises awareness of the incredible value a travel advisor offers.”

With the fifteen-second ad repeating every two minutes throughout the day, over 18 million viewers alike saw the billboard throughout its run. Every Dream Vacations franchise owner also received something invaluable: millions of people familiar with their brand.

“As a Dream Vacations franchisee, seeing our brand shine in Times Square is awe-inspiring,” said Aggie Batista, a Dream Vacations franchise owner from Rockaway Park, NY. “It reaffirmed the impact we have as travel advisors and drives me to continue to create everlasting memories for my clients.”

With the Dream Vacations brand featured so prominently – high in the “Crossroads of the World”, beside some of America’s most famous marquees – this campaign is in a class of its own. However, it is a piece in a larger mosaic that is the effort to provide an extraordinary tool for Dream Vacations franchise owners to capitalize on: a potent, recognizable brand name.

Dream Vacations provides the best support and resources to its nearly 2,000 franchisees. The New York City event, those before it, and those still to come – deliver unparalleled brand equity to franchise owners. It is a fitting endeavor for an organization that – much like the skyline of the Big Apple – is always reaching higher and higher.

For more information on owning a Dream Vacations travel franchise, please visit our website or call 888-249-8235