| Journal: TWUK | Section: |
| Title: | Issue Date: 14/08/00 |
| Author: | Page Number: 5 |
| Copyright: Other |
Airtours ponders fascia rebranding
AIRTOURS is considering putting its brand name on shop fascias as the Government finally forces the industry to come clean on ownership.Although the order on transparency does not require alterations to agency fascias, the operator confirmed this is one option under discussion.
It is believed it could form part of a renewed drive to strengthen the Airtours brand image and also increase customer loyalty.
The operator’s head of legal affairs Andy Cooper said: “Changing the fascias to include the Airtours brand name is a possibility.
“It could be an opportunity to build up the brand name and create a halo effect.”
The operator is currently investigating the cost implications.
Originally, the Competition Commission demanded a change of all fascias but it backed down when the move was considered too expensive and unworkable.
A spokesman for the Department of Trade and Industry said: “Companies are no longer required to alter fascias but can if they wish. It is sufficient to display a sticker in the window.”
Cooper said the biggest concern and heaviest financial burden of the new ruling would be printing two sets of brochures – one for in-house retailers spelling out the ownership links and another for independent agents.
“Apart from the cost implications, this could lead to some problems in stock control. You may run out of one set but have loads left over of the other,” said Cooper.
He said printing one edition and using stickers could be the answer.
He also criticised the October 9 deadline set by the DTI.
“Although it was first discussed three years ago, we’ve simply been dealing with theory until now,” said Cooper.
“We’ll comply by the deadline because we have to but it really does not give us long.
“The DTI is also saying it is not enough to put signage on the door and that it has to be on the window. I would have thought the door was the best place for a notice to go.”
Cooper: printing two sets of brochures could be a costly affair
spot the difference
MMC recommendations 1997
n The fascias above all the travel agents’ outlets should state the name of the travel agency and the UK travel group it belongs to.
n Brochures should display clearly on the front cover the names of tour operator whose holidays are being supplied. They should also show the linked travel agents plus a statement explaining the links.
n Notices displaying all the brands under which the linked tour operator sells foreign package holidays should be displayed clearly in all the travel agent outlets.
n All stationery from the travel agent should show the name of the UK travel group it belongs to as should all adverts.
Government demands 2000
Companies must comply with the following rules by October 9:
n Agents must display a prominent notice in the front window of each shop outlining its ownership links.
n A notice must be displayed on the front cover of every in-house brochure explaining its links with the agency.
n The name of every operator that is part of the same group must be listed inside the shop.
n All company stationary must outline ownership links of the agent.
n All joint advertisements between a tour operator and in-house agent must spell out the link between the two. This includes Teletext pages that direct customers to book through a sister company ie a Thomson-owned site which refers people to Lunn Poly Direct must explain the connection.