| Journal: TWUK | Section: |
| Title: | Issue Date: 17/07/00 |
| Author: | Page Number: 74 |
| Copyright: Other |
What’s in a name, AITO?
I FEAR the Association of Independent Tour Operators’ new chairman Colin Trigger is a bit optimistic with his plans to come up with a new brand for the trade body.He wants a snappy title, “something such as Daz, a shelf name that jumps up and down to get the consumer’s attention”.
Daz says to the consumer “whiter than white”.
This is not because the product makes your clothes white – I have no idea whether it works because I don’t use it – but because its owners have spent a small fortune advertising this claim.
Of course AITO doesn’t mean much to the public but rebranding it as whizz or wow won’t make much difference.
It’s very difficult to get a message across to the public without spending big money doing it.