ARTAC Worldchoice has decided to drop its opposition to First Choice’s retail branding after initially fearing it was too close to its own name.
Discussions were held at ARTAC after the operator revealed its retail network would be called Travel Choice.
ARTAC commercial director Julian Foster said: “It was an issue we considered but on reflection we decided not to raise it with First Choice. It was the blue background that could have led to confusion but the logos are sufficiently different.”
Worldchoice agent Gordon Roberts, however, is demanding answers from the operator which he claims has ripped off his own Travel Choice agency. “I don’t want to be regarded as a multiple. I shall be speaking to lawyers if I don’t get satisfactory answers.”