CITALIA contemplated dropping the brand name from its new Spain brochure and using the parent company name CIT instead.
Managing director Camillo de Simone said they were unsure whether the operator’s name clashed with the product.
“There was some thought that it looked odd that Citalia, an Italy specialist, was launching a Spanish programme,” he said. “We wondered whether customers would find it a strange combination. Eventually, we decided to use Citalia but keep the name on the front cover low profile. After all, CIT means very little to the UK trade.”
Head of sales and marketing Alyson Playford added: “Citalia is a strong brand name and helps us get guaranteed racking.”