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JacTravel, which formerly comprised JAC Travel Ltd, Jacob Online Ltd,, JAC Travel Scotland and JAC Travel Canada unveiled a striking new brand image for itself at the World Travel Market in London.
The company is merging its businesses into a single operating unit, therefore, all these different corporate names will be dropped and the company will be known simply as JacTravel, pronounced Jack Travel. Its URL will be JacTravel.co.uk.
Chief Executive, Mario Bodini explains: “Until a year ago, the three divisions of our group traded rather like separate entities and that was very confusing to our customers, particularly those who were significant users of one part of our business and occasional users of another.”
The new livery uses bold imagery, a new red and gold colour scheme, symbols for added clarity and a new brand personality that will be known as Jac. There will also be a new strap line: ‘Hotels online and inbound travel services’.
The new branding was developed by the communications agency Corporate Edge, which undertook a programme of extensive research into the company’s 35 year history, to identify its culture and attitudes, before embarking on any visual designs. It found several strong attributes, including a record of sustained growth and development, outstanding customer service, an energetic can do culture, award-winning innovations and a portfolio of hand-picked hotels that other wholesale operators don’t feature. The organisation also had three core values: Knowledge, Responsiveness and Imagination.
Over the past year the company has strengthened its executive team and reorganised its operations, to unify customer delivery, to streamline internal processes, to upgrade IT infrastructure and to strengthen JacTravel’s product offer. These changes, plus an increased sales effort globally, have led to increased turnover and profitability despite the global recession.
Mario concludes: “Our new branding signals that a great deal of positive change has taken place and customers will receive a much better experience as a consequence. Our service will be more ‘joined-up’ and working with us will be clearer and simpler than it was in the past. We have plans to continue building our product portfolio and to keep investing in IT. I am very proud of what the team has done and am optimistic about the future.”
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
