Landor Associates has been appointed to reposition Dutch low-cost airline Transavia as a travel brand, following a five-way international pitch.
According to Transavia.com director of corporate communications Petra van der Peijl, the move comes in response to the ‘rapid changes’ in the European travel market.
‘Customers are much more independent of tour operators today and will use the Internet to select exactly what they’re looking for, from a cheap flight to an expensive hotel. We have a very strong airline brand and intend to use the Internet to broaden our offer,’ she explains.
Landor’s work encompasses aircraft livery and interiors. The group will not update the logo, but has been given ‘some freedom to enrich our current house style with additional elements,’ says van der Peijl. The new-look livery will launch later this year and is to include a redesign of the aircraft tailfins.
Van de Peijl says the company sees low-cost airlines such as Ryanair and EasyJet as its competitors, as well as budget tour operators such as Thomas Cook.
The airline, which was formed in November 2004 following the merger of Transavia Airlines and Basiq Air, operates as an Internet-based business and currently flies to 70 destinations throughout Europe. It plans to offer a broader range of travel services – ranging from accommodation to car hire – following the rebrand.