Great Rail Journeys undergoes brand refresh

Great Rail Journeys has undergone a brand refresh to make its brands more modern and digital-friendly.

The refresh of the Great Rail Journeys logo has been introduced to maximise the tour operator’s presence across all sales platforms. The rail tour and river cruise operator’s new look has been designed by creative agency McCann Leeds.

Great Rail Journeys creative director Chris Lines said: “Our main aim was to ensure Great Rail Journeys has an impactful presence across all communication channels, including traditional media marketing materials as well as video and online content.

“As we’ve extended our communications into more digital channels, we needed more design flexibility and to reinforce the quality of the brands offering.”

Sister tour operation Rail Discoveries has also been given a bolder look to resonate with its target demographic and stand out in the market while the group’s US brand Vacations by Rail has also been updated.

Lisa Wood, marketing director, hoped the brand refresh, which includes new straplines and includes more photographs of customers in its imagery, would make the operators more visible on digital channels.

She added: “As Great Rail Journeys rebuilds itself after the impact of the pandemic, we’re delighted to be able to launch this exciting rebrand, which creates a family of brands, bringing together our UK and US businesses, highlighting our core rail offering and premium nature of our holidays.”