Preussag travel group set for TUI rebranding

Some of the UK's best known holiday names are to rebrand with the

name of a German operator, following a decision by leisure giant

Preussag to create a tourism superbrand.

Preussag, which bought the Thomson Travel Group last year, is changing

the corporate identity of Thomson's tour operations, Lunn Poly shops and

Britannia aircraft, and inserting the word TUI, the name of its German

operator, before their names.

A new 'smiley face' logo, made out of the letters TUI, will be slapped

on most of Preussag's tourism interests across Europe.

The £48m exercise will involve rebranding 3660 travel agencies, 88

aircraft, 270 hotels and dozens of tour operators.

The World of TUI concept was masterminded by Preussag board member

Charles Gurassa and developed in conjunction with branding consultancy


Gurassa, who is also chief executive of Thomson Travel Group, said he

has created a "tourism masterbrand" to ensure a "seamless family" of

holiday companies.

"The World of TUI will strengthen and link the local tourism brands by

promising top quality and exceptional service at every stage of the

tourism chain," said Gurassa.

"It will help to emphasise the benefits of dealing with the world's

leading tourism brand, with a focus on expertise and quality at every


The strategy is to create a 'brand architecture' with different priority

on the TUI masterbrand depending on the type of product.

Preussag will heavily rebrand its main or 'aligned brands'- such as the

Thomson and TUI operators, Lunn Poly and Reisecentershops, Britannia and

Hapag Lloyd airlines - because it wants to make the corporate link

obvious to mass market holiday-makers.

For more specialised brands such as the 'no frills' operator Just or

youth-oriented Club Freestyle, it will 'endorse' the brands with a

supplementary TUI logo rather than change the name and identity.

For niche brands, such as Simply Magic or Something Special, there will

be no association with the TUI brand.

Analysis, page 15.


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