Business travel specialist Gray Dawes Group has been relaunched with three strands following a string of acquisitions.

Giles Travel and Amber Road Travel, Gray Dawes’ most recent acquisitions, will continue to trade under their existing names for the short term, but will be absorbed into the new Gray Dawes Group branding.

The Cambridge Business Travel, ctm Travel Management and INC. Travel Group names will be dropped as part of the revamp.

Each of these businesses will also operate under the Gray Dawes Travel brand.

The new corporate identity aims to better communicate the organisation’s growing, specialist service offering.

The new look reflects the company’s expanding corporate event management and luxury holiday divisions.

The three specialist divisions and the parent group are being relaunched with individual identities that together form a unified, branded house strategy – Gray Dawes Travel, Gray Dawes Events and Gray Dawes Holidays.

Group CEO Suzanne Horner said: “This is far more than just a visual brand refresh. We have been focussing on this project for nearly a full year, delving deeply into what it is we do as a business, why we do it and how we can continue to add significant value to our clients.

“We have grown significantly over the past four years both organically and through acquisition and the time was certainly right to reassess our business proposition and identity.

“It was also important to our clients and us that we present a unified offering, bringing together all the different brands that make up the Gray Dawes Group into one, united organisation. We want to continue to stand out in an evolving yet crowded marketplace.”

John Cooper, marketing director at Square1, the group’s in-house marketing agency which led the year-long project, said: “We sought a wide range of feedback from our employees, clients and suppliers alike to really hone Gray Dawes Group’s brand DNA.

“What followed was a highly engaging and thought provoking process as we defined not only what we do as a business in 2019 but also what we stand for and how we want to grow.

“That led to a complete differentiation of our offering for each business unit to meet the unique demand of business travel, corporate event and luxury holiday buyers.

“What we’ve created are specialist service offerings which each have their own tone, style and personality, relevant to their different audiences. But all are very clearly part of the Gray Dawes brand and everything that represents.”