DAE To Focus On U.S. Timeshare Market

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Engages Brand Tango to Refresh Brand

Fermin Cruz, DAE

“As we educate our audience about the choices they have with DAE, we believe owners will become reinvested in their timeshare vacations,”

Since opening its doors in Australia in 1997, Dial An Exchange (DAE) has disrupted the exchange market by offering timeshare owners free memberships with no fees until they get their desired exchanges. Now, the company is ramping up its marketing efforts to expand their presence in the U.S. market, timeshare’s largest. “U.S. timeshare owners deserve an alternative for exchange, one that’s easy-to-understand and use,” says Francis Taylor, DAE’s CEO. “The DAE transactional approach puts the focus back on the member--where it always should have been.”

“As we educate our audience about the choices they have with DAE, we believe owners will become reinvested in their timeshare vacations,” adds Fermin Cruz, DAE’s vice president Americas Region. “We want to bring the joy back to the vacation planning process.”

The new campaign includes a complete redesign of the firm’s marketing strategy, an effort being led by Brand Tango, a Deerfield Beach, Fla-based marketing, technology and design firm, that’s known for its ground-breaking creative and plethora of industry and national awards.

“We are thrilled to take on this assignment as DAE is uniquely positioned to challenge the ‘business-as-usual’ approach of the current U.S. exchange providers,” says Joe Russoniello, Brand Tango’s co-founder and president. “We believe their consumer-focused model could have a revolutionary effect.”

“DAE can solve many of the frustrations timeshare owners are experiencing today,” says James Kluetz, Brand Tango’s vice president and creative director. “Their new collateral, print advertising and digital assets refresh the space and command attention, raising awareness for this third global exchange company.”

DAE also offers a myriad of services to developers, HOAs and resort management companies, including their award-winning customer service options. DAE is rated AAA+ by the Better Business Bureau and has won the Perspective Magazine Award for Best Customer Service for the past four years.

Founded in Australia in 1997, DAE’s exchange service offers timeshare owners a transaction-based approach that requires no membership fees or payments until an exchange is confirmed. DAE began operations in the United States in 2003 and opened its first North American office in Phoenix, Ariz., in 2007. Today, the company is the largest privately owned vacation exchange company, serving a member base of over 1.5 million timeshare owners (including 500,000 direct members) at resorts and clubs through 12 offices worldwide.

Brand Tango is a comprehensive marketing, design, and technology company with clients in hospitality, real estate, consumer products and services, and financial services. Relying on their decades of combined expertise, its principals and staff help clients find solutions that deliver measurable results.

About DAE
Founded in Australia in 1997, DAE’s exchange service offers timeshare owners a transaction-based approach that requires no membership fees or payments until an exchange is confirmed. DAE began operations in the United States in 2003 and opened its first North American office in Phoenix, Ariz., in 2007. Today, the company is the largest privately owned vacation exchange company, serving a member base of over 1.5 million timeshare owners (including 500,000 direct members) at resorts and clubs through 12 offices worldwide. For more information, visit daelive.com.

About Brand Tango
Founded in 2005, Brand Tango is a comprehensive marketing, design, and technology company with clients in hospitality, real estate, consumer products and services, and financial services. Relying on their decades of combined expertise, its principals and staff help clients find solutions that deliver measurable results. To see Brand Tango’s portfolio, visit brand-tango.com. Follow them on Twitter @brandtango or on Facebook at facebook.com/BrandTango. For more information, visit brand-tango.com or call (954) 295-7879.

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Keisha Hayden
Perspective Magazine - for the Timeshare and Fractional Ownership Industry
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