How TUI’s relentless focus on reach and awareness cleared the way for its rebrand from Thomson

Looks at the rebranding of UK travel brand Thomson in line with parent company TUI.

Context

When travel group TUI opted to axe its UK tour operator brand Thomson in 2017, it was a decision to walk away from over 50 years of heritage.

The company, set up by newspaper proprietor Ray Thomson in 1965, had long established itself as one of the UK market’s leading sellers of package holidays before its acquisition by TUI-forerunner Preussag in 2000. For the next 17 years, the Germany-based parent group allowed the Thomson brand to continue, only slightly adapted to fit with TUI’s visual identity.

However, the existence of multiple brands was perceived to be causing...

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