Mark Warner, the tour operator, has repositioned its offering and has begun the process with the creation of a new brand identity formulated by SomeOne, working with advertising agency VCCP.
The company, which helped pioneer the concept of an all-inclusive activity holiday, is realigning its concept in light of changing consumer tastes, where there is a misconception that activity holidays leave little time to relax, or to 'do your own thing'.
Based on a strategy of allowing guests more freedom - expressed as 'Feel Free', Mark Warner guests' are, for instance, no longer required to book full board, but are free to lunch where and when they like - directly addressing the opinion that all-inclusive holidays are too rigid and too packaged.
In light of these changes Mark Warner will provide a variety of additional eating establishments which give guests a number of options for which they will pay on an ad hoc basis. This, the company believes, gives greater flexibility to the guest who is now looking for more tailor made holidays rather than a 'catch all' one.
Andy Furlong from Mark Warner says: "Many guests just want to relax by the pool, read a book under an umbrella on the beach or go for long walks along the sea front. Whatever their wish we are looking to accommodate them as much as possible, not trying to tie them in to too structured a holiday. The new offering is all about flexibility, adaptability and being as consumer-centric as possible."
A fundamental part of this change is the new identity design by SomeOne. The identity incorporates a series of intertwined swirls, waves of lines and liquid curves, elements of which run through all marketing collateral - a visual expression of a 'feeling of freedom'. The new logo works on a multitude of levels: in its entirety the M and W of Mark Warner are apparent, yet the use of any single element of the
logo will be very distinctive and easily recognisable.
Gary Holt of SomeOne says: "All brand and logo redesigns signal an element of change for a company. In addition, companies often misuse their logos by simply badging them across all marketing collateral. The new Mark Warner look is designed to represent the freedom on offer; the first element by the development from their original logo and the second by the interpretation of the identity across all communications including marketing literature, online, interiors and merchandise – however, often only needing to use elements of the full brand mark."
ENDS
For more information call Gary Holt at SomeOne on Tel: 020 7613 1568 or visit www.someoneinlondon.com
