ADVANTAGE has rebranded and adopted a new logo to become
a more forward-looking consortium.

It will now be known as Advantage – rather than Advantage
Travel Centres – and has adopted the tagline, The National
Network of Travel Agents, with a yellow, red and blue triangular
logo.

The rebrand aims to convey the consortium’s size, security
and a modern approach. It will also carry the wording ‘A
World of Possibilities’ to demonstrate its range of products
and services.

Members will have to rebrand shops accordingly, although
managing director John McEwan said head office would contribute to
the cost.

The reason for dropping ‘Travel Centres’ was because
it represented bricks and mortar agencies, not online or
telephone-based members, he said.

Advantage was originally created as part of the National
Association of Independent Travel Agents but would now be known as
part of a national network, he added.

“Customers are looking for security, choice, best value and
advice. This conveys that our members are part of Advantage which
happens to be a national network.”

The new name and logo will be rolled out across point-of-sale
material, with members sent rebranded banners, ‘open’
and ‘closed’ signs, and desk calenders.

Meanwhile, Advantage has employed a new barrister in its bid to
become a profit-making organisation.

McEwan admitted the previous barrister was taking too long due
to a heavy workload. “We took the decision to invite another
barrister to take on the work. It was all very amicable.”

The application goes before the court within a week and provided
it is approved, members will vote at extraordinary general
meetings, likely to be in January. The consortium needs 75% of
members to approve the move.

The consortium is still searching for new premises around London
to allow it to double current capacity of 30 staff for future
expansion.