The brands of Royal Vacaciones, Ambassador Tours and Expomundo are being given a new brand identity in Spain. In future all three will be grouped together under the lead brand of TUI. As such, in addition to the existing incoming business, the TUI Brand will come onto the Spanish market for the first time as a tour operator brand for the outbound business.
Along with the differentiated products from Royal Vacaciones, the specialist for travel in the Mediterranean and North Africa, as well as those of Ambassador Tours, the provider for individualized sightseeing travel in faraway destinations, the TUI Brand will strive to attain a position in the volume individual holiday market.
Together with Group Marketing the Spanish team worked out a migration strategy for the three brands. So as to be able to transfer the trust associated with Ambassador Tours, Royal Vacaciones and Expomundo to the TUI Brand, all three will in the first place continue to display the old brand names in the logo as TUI product line names. In the second migration step these will then be converted into stronger descriptive product lines, in a way similar to that in other source markets with TUI Fernreisen or Thomson Tailormade.
“The first reactions to the brand relaunch have been very positive. Now we have to consistently follow up what we have started by highlighting the right aspects to customers and shops by means of a targeted brand communication,“ emphasized Stephan Dapper, managing director of the new company. Jessica Bruns of Group Marketing added: “For our Spanish colleagues the brand relaunch to TUI is also a very big step emotionally. That’s why we feel it is especially important to bring on board everyone involved from the very beginning and gain their support as brand ambassadors for the TUI Brand“.