Travel Counsellors’ rebrand reflects ‘customer care’ ethos

Travel Counsellors has unveiled a new-look brand identity as the homeworking agency company builds on recent record sales, ahead of its 30th anniversary next year.

The rebrand follows “extensive” market research among its agents and customers, and features an updated logo.

The logo’s core colour is “vibrant cherry”, featuring cherry blossom – symbolic of renewal and new beginnings – and reflects the company’s ethos of “community, togetherness and care”.

The refreshed branding can be seen on Travel Counsellors’ website, social media, marketing collateral and company technology. It also appears on the myTC app, which enables customers to personalise their booking.

Dave Callan, customer director at Travel Counsellors, said: “This rebrand will allow the whole business to reset, reenergise and refresh.

“It will sharpen the experience for our Travel Counsellors and customers alike, and really aligns with what makes our business so special.

“The core elements of community, togetherness and care, are all reflected in the look, feel and colour of our new assets.

“With us, it’s personal and it will always remain that way. This brand promise was born out of what makes our place so special, which is down to the people we have.

“The evolution of the brand now takes this promise one step further to express what this truly means for us – we’re shifting the sentiment from ‘what we do’ – sell travel, to ‘the difference we make’ for everyone involved in the journey.

“We care a lot – about our Travel Counsellors and our customers, and about the trips, we plan and design, and we really do care more than anyone else, so that every trip we plan for our customers is the best and most memorable experience they could possibly have.

“Caring means, we are dedicated to putting our customers first and are there for them for every step of their journey, going above and beyond to ensure that they have a seamless, stress-free trip.

“This is a pivotal moment for us, and an opportunity to move into the next phase of our journey, positioning Travel Counsellors as a service brand rather than just a travel company, and the preferred choice for customers.”

The rebrand also reflects the investment made into the recruitment and training of Travel Counsellors, including onboarding programmes and technology.

Over the past few weeks, 1,900 Travel Counsellors around the world have been learning about the rebrand and how they can implement the new collateral and designs within their own businesses.

Travel Counsellors have access to a brand hub, offering several colour palettes and templates to use across their platforms.

An external marketing plan and social media campaign will follow.

Travel Counsellors worked with Lucky Beard, a global design and advisory firm, on the rebrand project.