One year after the launch of the new World of TUI brand concept, the
One year after the launch of the new World of TUI brand concept, the
Many travel agencies, most of the tour operator brochures of the 81 tour operator brands scheduled for rebranding, around one third of the Group aircraft fleets of Hapag-Lloyd and Britannia, and around 300 transfer buses in the major destinations, now sport the new design less than one year after its launch. And in the destinations in Spain, Greece and Turkey, passengers arriving at most of the destination airports are welcomed to the new brand world by the TUI smile. Communications media such as customer mailings, signs, brochures and air tickets have also already been changed to reflect the new holiday world. Thanks to the rapid and rigorous implementation of our concept, we have almost met the target we set ourselves of communicating with around 70 per cent of our customers in the new design and with the new brand by the end of 2002, says Michael Lambertz, TUI AG Group Marketing Director. The leading tourism Group presented the marketing concept to the public for the first time in August last year to position itself as a pan-European tourism Group.
Another positive aspect is the high level of awareness of the new logo which has already been established in such a short time: around 43 per cent of the people living in Germany now recognise the World of TUI logo and therefore automatically link it with holidays. The tourism Group is expecting the brand awareness to rise even further on the basis of its sponsorship of first division football team Hannover 96, with whom it has just completed a deal as main sponsor for the recently begun season.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
