Magazine article Marketing

Yugotours' Disarray over Civil War Forces Mediterranean Brand Launch

Magazine article Marketing

Yugotours' Disarray over Civil War Forces Mediterranean Brand Launch

Article excerpt

Yugotours' disarray over civil war forces Mediterranean brand launch

The UK's fourth biggest tour operator Yugotours may scrap its 38-year-old brand as Yugoslavia remains paralysed by civil war this week.

Yugotours will unveil a new all-or-nothing Mediterranean package in October. Finding a new brand to dodge Yugoslavia's associations of terror is top of its agenda.

Yugotours' core business has been decimated since the Foreign Office advised tourists to stay out of the strife-torn country at the end of June. And if fighting continues, Yugotours' full 2m [pounds] full promotional spend could be thrown behind marketing the new name - and the new region.

The Yugotours brand could be dropped altogether or relegated to sub-brand status, says Yugotours marketing manager Alison Gray. "It's a delicate balance. For those who link Yugotours to Yugoslavia negatively, it could be a turn-off."

Yugotours is conscious of fierce competition from the 1992 packages which market leaders Thomson and Owners Abroad will unveil this autumn. They too step into the vacuum left by the collapse of the International Leisure Group - and with it brands like Club 18-30, Global, Intasun and Sol - last year. …

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