Gold Medal is to use two “transition logos” as it merges the Travel 2 brand into the parent company.
Travel 2 branding will carry the strapline “Soon to merge with Gold Medal”, while the main logo adopts a “Together with Travel 2” tag.
As well as the rebranding, a redesigned agent sales function built around a team of eight field-based trade partnership managers is being constructed.
“When complete, the merger will see the Pure Luxury, Cruise Plus and Incredible Journeys brands sit beneath the single Gold Medal ‘mother’ brand,” the operator said.
Gold Medal managing director Lisa McAuley added: “While our priority over the summer has been to support our agent partners in managing the effect of the pandemic on their customers’ bookings, in the background we’ve been working hard on our plan for the future of Gold Medal.
“We know how loved Travel 2 is as a brand, so we’re keen to ensure that everyone understands that continuity is absolutely key and we’re determined to bring them all with us on the next stage of this exciting journey. We’ll be combining over 80 years of expertise under a single brand family whose sole purpose is to champion agents.”
Staff have been briefed to support travel agents “and, in doing so, be the most admired, best-in-class B2B worldwide tour operator in the UK”.
“We were so pleased to be able to start sharing what our future looks like today, and look forward to working with our agent partners in the weeks ahead to migrate them to Gold Medal while continuing to support them as strongly as we always have,” McAuley said.