AIRTOURS has decided to keep its Aspro brand after studying the budget programmes of its rivals.
The operator has been reviewing the name for several months because it felt it did not appeal to a nationwide market.
But sales, marketing and development director Ed Sims said the launch of Thomson’s Just brand and JMC’s decision to reintroduce Essentials, a former Sunworld brand, has led Airtours to keep Aspro.
“Our competitors’ activity has helped our thinking that Aspro is a viable brand,” he said. “We looked at JMC and realised it does not matter what a brand is called if it is marketed well enough. The only thing we were lacking was marketing investment.
“We believe people want the security of transfers, a 24-hour rep service and a meal on the flights,” said Sims.