Joe Curry
7th Oct 2003, 00:00
Source: Travel Weekly
06 Oct 2003 12:39
FIRST Choice has confirmed the travel industry's worst-kept secret - its airline and retail network are to be rebranded.
The new look stores - to be called First Choice Travel Shops - will be rolled out in the autumn. Meanwhile, Air 2000 will be renamed First Choice Airways in time for next summer. The operator's Holiday Hypermarket brand will remain, but with the First Choice pre-fix.
News of the rebrand was confirmed to senior staff today. It brings to an end more than 40 years of business for the popular Bakers Dolphin name, one of the most respected and well-loved regional brands in the country.
Managing director UK and Ireland Dermot Blastland said: “We believe the move responds to the needs of customers for greater transparency and also positions the company well for the future."
06 Oct 2003 12:39
FIRST Choice has confirmed the travel industry's worst-kept secret - its airline and retail network are to be rebranded.
The new look stores - to be called First Choice Travel Shops - will be rolled out in the autumn. Meanwhile, Air 2000 will be renamed First Choice Airways in time for next summer. The operator's Holiday Hypermarket brand will remain, but with the First Choice pre-fix.
News of the rebrand was confirmed to senior staff today. It brings to an end more than 40 years of business for the popular Bakers Dolphin name, one of the most respected and well-loved regional brands in the country.
Managing director UK and Ireland Dermot Blastland said: “We believe the move responds to the needs of customers for greater transparency and also positions the company well for the future."