TUI begins rollout of oneBrand strategy
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The TUI Group has launched its international oneBrand campaign, which will see each of its major European tour operator brands rebranded using the TUI master brand by 2017.
The group’s Dutch subsidiary, Arke, is the first to receive the corporate treatment. The new branding will next be rolled out in France, followed by Belgium, the Nordics and the UK in the next two years.
Apart from rolling out the typical TUI logo and brand name, the campaign will also provide a new design for all travel agencies and TUI Airlines aircraft with the master brand.
At Schiphol airport in Amsterdam the first Boeing Dreamliner with the new TUI branding departed for the Dominican Republic last week. The airports at the key holiday destinations will also use a unified branding.
Erik Friemuth, member of the Group Executive Committee and chief marketing officer of the TUI Group, said: “Creating an internationally unified branding will enable us to offer our customers a consistent holiday experience. A unified global brand will also significantly enhance our competitiveness in the important online segment and help us modernise our brand. Our Dutch colleagues have implemented the rebranding campaign within a very short period of time, and we are very proud of what they have achieved. They will now be the blueprint for the other European markets.“
In the Netherlands, around 130 Arke travel agencies have been rebranded to TUI. At the same time, a new website has been launched at tui.nl.
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