Travel Counsellors has unveiled a refreshed brand identity as the company builds on its outstanding momentum of record sales and looks to its 30th anniversary.
The rebrand comes as a result of extensive market research, including insights from TCs, customers and clients, which – coupled with the opportunity for market growth in leisure and corporate means – is the right moment for the company to take full advantage.
The revamped brand aims to both support the ambitions of Travel Counsellors’ travel entrepreneurs and better connect with their clients.
The new-look brand includes an updated logo in a core colour of vibrant cherry, featuring cherry blossom – symbolic of renewal and new beginnings. It depicts community, togetherness and care, and reflects the wider Travel Counsellor ethos.
The complete brand refresh has been rolled out across Travel Counsellors’ website, social media, marketing collateral and company technology.
It also appears on the myTC app, which enables customers to personalise their booking journey and equips them with their ‘TC in their pocket’.
Dave Callan, Customer Director at Travel Counsellors, said: “This rebrand will allow the whole business to reset, re-energise and refresh. It will sharpen the experience for our Travel Counsellors and customers alike and really aligns with what makes our business so special. The core elements of community, togetherness and care, are all reflected in the look, feel and colour of our new assets.
“With us, it’s personal and it will always remain that way. This brand promise was born out of what makes our place so special which is down to the people we have. The evolution of the brand now takes this promise one step further to express what this truly means for us – we’re shifting the sentiment from ‘what we do’ – sell travel, to ‘the difference we make’ for everyone involved in the journey. We care a lot – about our Travel Counsellors and our customers, and about the trips, we plan and design, and we really do care more than anyone else so that every trip we plan for our customers is the best and most memorable experience they could possibly have. Caring means we are dedicated to putting our customers first and are there for them for every step of their journey, going above and beyond to ensure that they have a seamless, stress-free trip.
Cathy Burke, Managing Director of the Irish business added: “Our solid foundation, powerful, caring culture and strong brand values of the last 3 decades have brought us to this point. This is a pivotal moment for us, and an opportunity to move into the next phase of our journey, positioning Travel Counsellors as a service brand rather than just a travel company, and the preferred choice for customers.”
The rebrand also reflects the investment made into the recruitment and training of Travel Counsellors, including onboarding programmes and technology, all empowering its Travel Counsellors to grow their own businesses further. Over the past few weeks, 1,900 global Travel Counsellors have been learning about the rebrand and how they can implement the new collateral and designs within their own businesses in each country, to help them scale up in a way that suits them.
Each Travel Counsellor now has access to a brand hub as the collateral gets rolled out, offering a number of colour palettes and templates to use across their platforms, enabling them to be consistent but flexible. A robust external marketing plan and social media campaign will follow.
Travel Counsellors worked with Lucky Beard, a global design and advisory firm with offices in Dublin, on the rebrand project.
