After announcing the change of its name to become ‘Helloworld Travel Limited’, the travel agency is taking more steps to redefining the business.
At a recent General Meeting, CEO and Managing Director Andrew Burnes said this name change was part of an ongoing brand assessment, which has involved consumer research and trialling new looks in-store.
The business has confirmed the changes hope to bring back some of the historical value from its legacy brands, in particular by adding ‘’The Travel Professionals” tagline to the brand image, a bit of a throwback to the Harvey World Travel era.
Burnes said, “As part of the rigorous research we have undertaken, we have utilised a newly opened store in Leopold in regional Victoria as a first test market to display and work up some of the new test logos and branding.
“Early indicators are very positive and we are progressing with the research and we will have a full and comprehensive presentation to present to agents at the HWFB Business Summit and OMC on the Gold Coast in May.
At a retail level we will start rolling out the new logos in July and this will take 12 months to complete. We are currently looking at the roll-out costs and timetable and will be talking to all agents and stakeholders about that in the coming weeks.
Burnes has said Helloworld is working with the creative strategy department at PwC, as well as conducting focus groups with Acuity Research over the past few months.
Burnes added, “We have been conducting extensive consumer and market research regarding our brand overall and this is an important step on the road to further increasing our awareness and cut-through in the market.
“Part of the research project has been some in-store market testing to strengthen the brand look and feel, looking at ways to augment the current brand to make it more relevant to the travel industry.
“The Helloworld brand continues to build traction in the market and by changing the name of the listed company at the corporate level we are strengthening our position within the travel industry.”