Jules Verne is using its peak sales campaign to showcase a new-look logo as part of a wider company rebrand.
The small group escorted tours operator’s first TV ad for several years went live on January 1. It will run for a month across multiple channels including Channel 4, More 4, Sky News and Sky Arts.
The ad – featuring the new look – celebrates the company’s 45 year history by starting with sepia-toned footage of travel by train and ship, including memories of the first moon landing and a boy playing with a toy rocket in the 1970s, before transitioning to full-colour scenes of modern travel adventures such as hot air ballooning and exploring Petra in Jordan.
Managing director Debbie O’Neill said the rebrand aimed to raise awareness of Jules Verne, using the brand’s literary legacy to celebrate its ‘adventurous spirit’ in a contemporary way to appeal to a slightly younger audience.
Quotes from the author Jules Verne are being used in its marketing and the new logo has been designed with its literary heritage in mind.
She said: “When I was promoted to MD last year my feeling was the brand needed to be revitalised. I thought the company’s heritage should take centre stage because in the early years we were pioneering; we took the first Brits to China and we were the first to go Uzbekistan.”
She added: “We are tapping into the nostalgia and helping people to see we are creating lasting memories to share with their grandchildren.
“Our marketing materials and website will have that nostalgic feeling. In some of our marketing we’ll use Jules Verne quotes such as ‘Travel if you can, and if you cannot – travel all the same!’”
The rebrand aims to attract customers aged 55 and above as well as retaining brand appeal to current clients, aged mostly over 60.
“We’re using the turn of year campaign to market our new brand. We needed to be clear about who we were and what we offer,” noted O’Neill.
The operator’s Europe brochure, which came out at the end of December, was the first to boast the new logo, but the operator also plans to launch its first dedicated solos brochure in February.
It is doubling the number of dedicated solo departures for 2025. In addition, it is considering the launch of a premium range of around 15 tours, offering a higher grade of accommodation and smaller group sizes.