Trafalgar Travel Launches Major Brand Update

Trafalgar Travel Launches Major Brand Update

Travel company Trafalgar has revealed a significant brand evolution with a new tagline, new creative assets, a complete overhaul of its brochures and new tours.

The announcement was made last night to trade and media partners in Sydney by the companies Australian managing director and global CEO, Gavin Tollman.

The new look, which has the tagline of Simply The Best is the culmination of 12-18 months of hard work behind the scenes, three marketing agencies later and two heads of marketing. The London agency, Bulletproof was behind the rebrand. Tollman said the rebrand is a personal reflection of the feedback he receives on a daily basis from reading online reviews, personal letters and first hand customer feedback.

Trafalgar “Simply…The Best” rebrand

At the centre of the rebrand is Feefo, a customer review system that allows travellers to review and post their views on Trafalgar as a brand on its website. All reviews are published against the relevant itinerary, unedited and unmoderated. Even negative reviews are published with the brand’s belief in transparency and that its weight of positive customer experience will outweigh the negative.

Tollman believes that Trafalgar is the first brand globally to publish unedited, unmoderated third party views publicly on its website and states that while the idea was bold it was unsettling for some within the organisation.

“There was a lot of fear around that.”

Speaking exclusively to Travel Weekly Tollman said: “I knew at launch last year that we had to change. The imitation wasn’t frustrating, but it wasn’t flattering either. When you’re an industry leader it’s inevitable. The brand has evolved a lot. What we are reflecting in this update is simply what our customers are saying about us.”

Tollman encouraged the trade to use the reviews as a selling tool when working with clients: “Turn the screen around and show customers. We encourage agents to engage with the third party reviews and sit with your clients and show them the unedited reviews.”




Please login with linkedin to comment

Disparity STW Group

Latest News

Scroll Media Recruits Costa Panagos From Twitch
  • Advertising

Scroll Media Recruits Costa Panagos From Twitch

Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
  • Technology

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs

School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]

General Motors Snares Heath Walker From Scania
  • Advertising

General Motors Snares Heath Walker From Scania

General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]