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

outlets.



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

affected.



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

Marsden.



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.



Discussion

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

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
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
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers