Magazine article Marketing

Preussag Travel Group Set for TUI Rebranding

Magazine article Marketing

Preussag Travel Group Set for TUI Rebranding

Article excerpt

Some of the UK's best known holiday names are to rebrand with the name of a German operator, following a decision by leisure giant Preussag to create a tourism superbrand.

Preussag, which bought the Thomson Travel Group last year, is changing the corporate identity of Thomson's tour operations, Lunn Poly shops and Britannia aircraft, and inserting the word TUI, the name of its German operator, before their names.

A new 'smiley face' logo, made out of the letters TUI, will be slapped on most of Preussag's tourism interests across Europe.

The [pound]48m exercise will involve rebranding 3660 travel agencies, 88 aircraft, 270 hotels and dozens of tour operators.

The World of TUI concept was masterminded by Preussag board member Charles Gurassa and developed in conjunction with branding consultancy Interbrand.

Gurassa, who is also chief executive of Thomson Travel Group, said he has created a "tourism masterbrand" to ensure a "seamless family" of holiday companies.

"The World of TUI will strengthen and link the local tourism brands by promising top quality and exceptional service at every stage of the tourism chain," said Gurassa. …

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