| Journal: TWUK | Section: |
| Title: | Issue Date: 28/08/00 |
| Author: | Page Number: 6 |
| Copyright: Other |
Operator aims to be more trade friendly with major brochure redesign and new Web service
Drive Ireland looks to bolster agent ties following rebrand
Report by DIANE SMITH
IRISHspecialist Drive Irelandhas rebranded with a modern logo and new agent friendly brochure to reflect the changing nature of the company.The word ‘Drive’ has been relegated to small letters, while the strapline says ‘By Air, By Sea, By the Specialists’.The City Break brochure, out on Friday, features Cork, Galway, Waterford and Belfast, in addition to Dublin.
In response to feedback from agents, the operator has drastically changed the brochure, making more reference to travel agents, only displaying the direct number on the back page and simplifying price panels.
Travel agents have also been given an agent-only section on the Web site at www.drive.ireland.co.uk/travelagent.
Drive Ireland chief executive Chris Saunders, who joined the firm at the beginning of the year, said he was looking to increase sales by 10% next year, mainly through agents.
“I’ve been a travel agent and know what they need. I’ve given them a better product and made the brochure easier and more attractive,”he said.
“As a specialist independent tour operator, we eat, sleep and breathe Ireland and we wanted to produce a new contemporary brand which is fun, lively and welcoming.
“We arranged for our own photographers to visit Ireland to capture the people in their natural environment and to get good shots of the locations we are selling,” he said.
The new Aer Lingus Holidays brochure, run by Drive Ireland, is due out at the start of next year.
Independent aims: Drive Ireland has tried to portray a contemporary image of Ireland in its new brochure