It shared the new brand identity with conference attendees describing it as an ‘exciting new chapter.’
It has been formulated from market research and discussions with agent members, suppliers and their consumers,
“The time has come to create a more contemporary face for our business — one that authentically represents not just who we are today but boldly signals our aspirations,” said Advantage CEO Julia Lo Bue-Said.
“Until now, we’ve operated with multiple brands and visual identities, creating potential confusion in the marketplace. Our refreshed identity simplifies our positioning, centred around a cohesive single-stop solution under the unified Advantage Travel Partnership umbrella,” added marketing director, David Forder.
There is a new tagline: ‘We’re here for your journey.’
The rebrand includes a new Advantage Travel website with a more intuitive digital platform interface.
“Our old website was a consumer platform but also one that runs our members intranet. Once we started on this journey, we realised there was so much more opportunity,” Forder added.
“We’re developing specialised guidelines and flexible options that enable agents to incorporate our identity while respecting their own branding naturally takes precedence.”