The Worldchoice brand is likely to see significant investment as a result of the £4.4 million merger with the Travel Trust Association.
The news comes as shareholders gave the green light to the £4.4 million merger of Worldchoice and the Travel Trust Association with a 99.9% vote in favour at an extraordinary general meeting yesterday.
TTA Worldchoice will be made up of 900 travel agencies and will be established by October 16 following court approval, expected at the end of this month.
Chairman Colin Heal said there was likely to be sustained newspaper advertising, particularly with trade partners, and subsidies would potentially be available for agents to use the Worldchoice name on shop fronts to raise brand awareness.
Heal said: “The last time we calculated recognition of the Worldchoice brand it was 52% and that was three years ago. It would be good to hit 60%.”
The first significant investment in the brand was £5.5 million in 1997 under Carlson Leisure Group’s ownership. The brand has also benefited from a 10-year contract with the Post Office, featuring on passport application forms until earlier this year.
TTA members will be able to adopt the Worldchoice brand and more Worldchoice agents will be encouraged to use the brand on shop fronts.
Heal added: “The TTA has said the money will be used to develop the brand. You cannot afford to just put out an occasional advertisement in the press.
“It may mean giving agents a subsidy to put the Worldchoice brand on their shop front. I am pretty sure some TTA members will take up Worldchoice branding.”
TTA director Todd Carpenter said the consortium would look at how the name is being used on shop fronts and it would not just be a case of throwing money at the brand.