Airtours trials MyTravel name for retail outlets

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., 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.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83