Travel giant seeks masterbrand

Europe’s biggest travel group Preussag is talking to consultancies about creating an umbrella brand for its various divisions, which include Thomson Travel.

A spokeswoman confirms that Interbrand is involved in discussions but declines to name other consultancies. The company has yet to decide whether to create a completely new brand or to rebrand Preussag. “We are in the first stages of the project and are deciding what type of brand we are seeking and how best we can work with design consultancies,” she adds.

The need for a masterbrand reflects the recent changes in Preussag’s direction, she says. It has transformed itself from a metals and mining conglomerate into a travel company. It owns several European operators, including TUI in Germany, Sweden’s Fritidsresor, a minority stake in French travel group Nouvelles Frontieres and Thomson Travel, which it acquired in May 2000.

Preussag is planning to reveal the umbrella brand name and identity by the end of the year, the spokeswoman confirms.

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