Creation of the new BCD Travel brand
OK, I think I’ve got it now. The BTI TMC is now the HRG TMC and also the BCD TMC, whereas the FCm TMC is still the FCm TMC, even though it was the TQ3 TMC before bits of the TQ3 TMC turned into bits of the BCD TMC. And, of course, there’s also this TTC network TMC, although I’m not sure where that fits – the BCD TMC, is that correct? Clearly the CEOs of both the new BCD TMC and the new HRG TMC believe that despite the failure of the BTI TMC JV no self-respecting new TMC will deliver a good ROI unless it comes complete with a TLA. Am I the only one bemused by this slavish pursuit of acronyms and astonished that an opportunity has been missed to create a travel management brand that is both distinct and coherent? Me? I’d have exploited the obvious equity residing in both the World Travel and The Travel Company brands and called the new BCD entity simply, ‘The World’s Travel Company’. As for HRG, it sounds like a treatment I’d purchase over the counter in Boots. What is wrong with retaining the obvious legacy inherent in the Hogg Robinson name for goodness sake? Surely the smart call in a complex competitive environment is to avoid any potential confusion in customers’ minds – which is why we’re Portman, clearly. Yours faithfully Bob Govan Director Marketing & Development Portman Travel
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