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.


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