Airtours has confirmed it will axe its retail brands Going Places,
Travel World and Holidayworld in favour of MyTravel if a pilot programme
trialling the brand is successful.
Scheduled to run for six months from the start of 2002, the pilot will
see Going Places shops in Bolton and Rochdale rebranded as MyTravel
MyTravel Megastores will open in Teesside and Norwich, while two Going
Places shops in Manchester will be revamped as megastores.
A web site, MyTravel. co.uk, will launch at the end of November.
Airtours chief executive Richard Carrick said if the pilot programme is
successful, the MyTravel brand will replace Going Places, Travelworld
and Holidayworld in the company's 700 retail outlets, in addition to all
online communications and call centres. The company's tour operating
brands, such as Airtours, Late Escapes and Leger Holidays will not be
Carrick also confirmed that Airtours is holding a pitch for a retail
advertising campaign to boost bookings through the peak period.
The pitch pits Manchester-based incumbent Clear Marketing against
BDH/TBWA and Connect Point. However, if the MyTravel rebranding goes
ahead, a further pitch is likely to be held to appoint an agency to
handle retail advertising for MyTravel.
Both the pitch and the pilot programme will be supervised by Airtours
managing director Dave Harris and retail marketing director Tim
In June, Marsden appointed Duckworth Finn Grubb Waters as brand
consultants on the £15m development of MyTravel. Duckworth Finn
won the business following a three-way pitch against Delaney Lund Knox
Warren and BDH/TBWA.
The MyTravel pilot programme echoes the recent £48m rebranding of
Airtours' rival Thompson Travel Group under the World of TUI banner.