Future Travel renamed in bid to capitalise on brand-loving Britain
Sunday, 23 Nov, 2010
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Homeworkers at Future Travel learnt this week that a rebranding was on the cards and they are now to work for The Co-operative Personal Travel Advisors.
The name change signifies a move towards becoming what the Co-operative describes as a ”homeworking superbrand” and will capitalise on the brand recognition that Coo-operative enjoys with the public – it is ranked in the top 20 of British brands.
The Co-operative says it wants to complete the rebrand by the end of the year, having held a webcast on Monday to discuss the plans with homeworkers.
Managing Director of The Co-operative Personal Travel Advisors Jane Atkins said: “Understandably, we have given the re-brand a great deal of consideration, not least because Future Travel was an established and successful brand for those in the travel trade. It was, however, largely unknown to the holiday-buying consumer.
“As far as we were concerned, utilising the Co-operative brand was a no-brainer: it has the trust of the consumer at a time when trusted brands are the UK’s most successful brands. It also facilitates the evolution towards the personal advisor model.
She added: “The move away from traditional teletext to digital media has had a big, negative impact on call generation, and more and more of our homeworkers are moving towards becoming personal travel advisors.
“However, having the support of one of Britain’s biggest and most popular brands has an extremely positive impact when trying to generate sales – hence the re-brand.”
She also said that she believed the merger between The Co-operative Group and Thomas Cook, set to be rubberstamped next month, would “add further strength to the brand proposition.”
by Dinah Hatch
Dinah
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