Rank Holidays has relaunched subsidiary Haven Holiday Parks, the UK’s biggest holiday park operator, with positioning and identity by Enterprise IG.
Although the company has been profitable and had a loyal customer base, it wanted to capitalise on the growth in short break holidays and make inroads into the ABC1 market, says Enterprise IG director Mary Peterkin.
Haven’s main competition is from European operators. “Haven wants to take the high ground, saying it’s a very different type of holiday,” she adds.
While Haven was clear about its positioning, the message had got lost with a number of subsidiary offers and newly acquired parks. The rebranding was primarily an exercise in motivating the staff, many of whom are temporary, says Peterkin.
The logo includes a “relax and unwind ribbon” which is intended to inspire a sense of celebration.
Enterprise also revamped subsidiary brands and merchandise and set down guidelines for the redesign of the brochures and website. Haven’s character Rory the Tiger (pictured) was redrawn by Roger Rabbit cartoonist Gary Dunn.