Travel Convention 2016: Worldchoice to mark 40 years with new ‘Heritage’ brand

Worldchoice has unveiled a new brand for its agency members to use to mark the consortium’s 40th anniversary in 2017.

Worldchoice Heritage will be available for members to use from the final quarter of this year as the group gears up for its birthday celebrations.

The new branding is expected to appeal to many of Worldchoice’s long-standing high street agency members many of whom have been with the brand for much of the past 40 years.

As part of a special anniversary marketing push members will get access to special offers and a host of new offline and digital marketing opportunities, Worldchoice parent The Travel Network Group said.

Si Morris-Green, group marketing director, added: “Worldchoice Heritage has been developed to mark the history, strength and value inherent in the Worldchoice brand and further unite our loyal and valued members who have been part of our group for many years.

“As well as supporting our members with lots of new marketing concepts we will also be introducing specific workshops and seminar days to help members further leverage the Worldchoice Heritage brand in their local market.

“It will also offer members exclusive product offerings from business partners, branded with the new Worldchoice Heritage imagery and identity.”

Steve Riley, whose father founded Ashly Adams Travel in Driffield, Yorkshire, in 1969 and who has been a Worldchoice Member since the brand’s inception, said: “I am extremely proud of the Worldchoice brand. My father was a founding member and it is a brand name that has truly stood the test of time. I am excited that The Travel Network Group is investing in the legacy of the brand.”

Additional support will be available to members who chose the Heritage brand to help them communicate their personal histories in their local market places.

Morris-Green added: “We will be working with members who opt in to the new branding to showcase their local history and heritage in that town.

“The Worldchoice brand stands for so many qualities, from knowledge, loyalty and value to trust and choice. 

“We believe that by underpinning the Worlchoice brand with Heritage, it will help members communicate these values even further with their local customers.”

Twenty Worldchoice members have already signed up for the new branding and the group expects up to 100 tour ops to use it by the end of 2016.

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