Press Release: World of TUI
August 20, 2002
HANOVER -- One year after the launch of the new "World of TUI" brand concept, the TUI AG marketing experts
can boast a positive outcome of their implementation work. The new logo – the symbolised smile – is now on show
at almost all stages of the tourism value chain of Europe's leading tourism Group.
Many travel agencies, most of the tour operator brochures of the 81 tour operator brands scheduled for rebranding,
around one third of the Group aircraft fleets of Hapag-Lloyd and Britannia, and around 300 transfer buses in the
major destinations, now sport the new design less than one year after its launch. And in the destinations in Spain,
Greece and Turkey, passengers arriving at most of the destination airports are welcomed to the new brand world
by the TUI smile. Communications media such as customer mailings, signs, brochures and air tickets have also already
been changed to reflect the new holiday world.
"Thanks to the rapid and rigorous implementation of our concept, we have almost met the target we set ourselves
of communicating with around 70 per cent of our customers in the new design and with the new brand by the end of
2002," says Michael Lambertz, TUI AG Group Marketing Director. The leading tourism Group presented the marketing
concept to the public for the first time in August last year to position itself as a pan-European tourism Group.
Another positive aspect is the high level of awareness of the new logo which has already been established in such
a short time: around 43 per cent of the people living in Germany now recognise the "World of TUI" logo
and therefore automatically link it with holidays. The tourism Group is expecting the brand awareness to rise even
further on the basis of its sponsorship of first division football team Hannover 96, with whom it has just completed
a deal as main sponsor for the recently begun season.
TUI AG, the world's leading tourism group registered in Hanover and Berlin, encompasses 81 tour operator brands
throughout Europe with around 22 million customers per year. The Group also includes 3,715 travel agencies, 32
destination agencies, and carriers with 88 aircraft, including well known brands such as Hapag-Lloyd Flug and Britannia
Airways. Its hotel holdings portfolio contains 285 hotels with around 150,000 beds.
SOURCE: World of TUI