The brand refresh is designed to attract younger customers to the Bournemouth based agency’s shops, many of which are in the south coast’s retirement areas and which need to attract a broader client base to sustain them in the future.
The first 20 shops will be complete this year, with the remainder done throughout 2015. Each shop will also have a dedicated Foreign Exchange counter.
The new logo uses the Hays Travel style and fonts. Hays Travel owner John Hays said refreshing the 50-year-old brand, purchased in October 2013 was “a big risk” but necessary.
A campaign to get new clients has already succeeded, he said, with the number of new customers registered reaching 29% of total customers in the last three months compared with only 3% a year earlier.
