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
"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.