TUI UK will re-brand its retail branding proposition by introducing “Thomson….. featuring First Choice”, to increase brand presence and further develop its position on the High Street.
Over the course of the next two years, the company will be investing £8million in changing the look of all its High Street retail stores, starting this month in the Exeter region.
Since Thomson and First Choice merged in 2007, the British High Street has seen both brands standing separately, but offering the same holiday options in more than 700 locations. The rebrand forms part of TUI UK’s long term distribution strategy and the refurbishment and rebranding of the company's entire retail estate is due to be completed by October 2013.
The company's distribution director, Nick Longman, said: “We want to make the biggest, clearest impact we can, for our customers. Thomson is a hugely recognised brand and will therefore take the lead on all shops, but First Choice will also feature because it has a clear proposition and strong appeal in its own right. There is certainly room for both brands and customers will benefit from the breadth and clarity of what we have to offer."