First Choice Holidays is aiming to relaunch itself as a ‘leading leisure travel’ operator this week, with a brand review and new look corporate identity by Carnegie Orr.
The ‘face within a face’ marque will represent the company’s corporate operations, targeting employees, the City and shareholders. First Choice Holidays’ consumer brands will retain their existing identities.
‘There was absolutely no debate about changing the name, which is the same as the mainstream brand,’ says Carnegie Orr director, James Carnegie-Brown. ‘[So] we looked at the identity, brand architecture, values and positioning.’
Carnegie Orr began work in November and the identity was launched in the company’s Spanish operations last month. It will appear on corporate brochures, the website and the annual report.
Carnegie-Brown says First Choice has been developing a clearer communication strategy since last summer, when Conran Design Group branded the previously distinct tour operator, airline and shops under a single name.