Helloworld shareholders last month formally approved the company’s name change, with the overall ASX-listed business now known as Helloworld Travel Limited. The move has prompted a significant rebranding exercise including a new logo and the return of the evocative “The Travel Professionals” tag line which defined the former Harvey World Travel brand prior to its 2013 shelving in favour of Helloworld under the company’s former ceo Rob Gurney.
The new brand and collateral is expected to take about a year to roll out, with the launch following extensive consumer and market research conducted in consultation with Helloworld Branded and Associate and Helloworld for Business agent councils. Acuity Research has conducted focus groups, while the creative strategy division of consulting firm PricewaterhouseCoopers has also been involved in the work.
“Part of the research project has been some in-store market testing to strengthen our brand look and feel, looking at ways to augment the current brand to make it more relevant to the travel industry and to bring back some of the historical value from our legacy brands,” Helloworld ceo Andrew Burnes told Helloworld members following an extraordinary general meeting to approve the change. A newly opened store in Leopold in regional Victoria (pictured) was used as a test-bed for the new branding, with Burnes saying early indicators are very positive. “At a retail level we will start rolling out the new logos in July and this will take 12 months to complete,” he confirmed.
Further details are expected to be announced this month at the Helloworld for Business Summit and Owner Managers Conference on the Gold Coast, at which Burnes promised a “complete and transparent update”.