SuperBreak has introduced a new logo and strapline to increase awareness of the operator as a specialist in short breaks overseas as well as the UK.
The company’s first rebrand for six years has the strapline ‘Make your short break a SuperBreak’ under a new lime green and purple logo and follows six to 12 months’ research with travel agents, consumers and its own staff.
National sales manager Graham Balmforth said the operator had retained a reputation as a pure UK short breaks specialist despite its move just over two years ago to launch flight-inclusive Atol protected packages as well as Eurostar trips.
The decision to rebrand aims to clarify its offering of overseas and domestic breaks and support its strategy to focus on the short break experience, from local attractions to the best restaurants to eat in.
Balmforth said: “People tend to think of us as a UK short break operator, but we are trying to say we are a short break operator. Over the last five years our product has changed so much. Our brochures used to be a list of hotels. We have had to up our game and we want to concentrate on selling packages as short break experiences.”
Over the past five years the number of websites offering “lists of hotels” has increased dramatically, he said. The rebrand hopes to differentiate SuperBreak’s offering from these bed banks.
The rebrand has also included the introduction of a new set of company values – inspiring, passionate, knowledgeable and helpful – which it hopes staff and customers will tune into.
“We are trying to go beyond the expected. If someone wants to go to London, it’s great to say we can recommend this hotel because it’s 20 minutes from the station, for example,” he said.
Travel agents may not always consider SuperBreak if a client asks for a break in Marrakech but the aim is for agents to think of the operator when also selling breaks outside the UK, added Balmforth. “We don’t naturally come into their minds but it’s getting better and this rebrand will help push that.”
The company’s six sales executives will be distributing merchandise to travel agents featuring the new branding.
Its new brochures are all being revamped with the new brand and a new focus on the experiences of short breaks.
The new London brochure, out this week, has far less space devoted to hotel product and instead emphasises what customers can do in the capital. “For us it’s a complete change,” said Balmforth.