AAT Kings to freshen brand

AAT Kings to freshen brand
By admin


AAT Kings has underlined its commitment to the Inspiring Journeys brand, but admitted its entire suite of products needs to be communicated in a "fresh" new way.

Managing director Anthony Hayes told Travel Today that the next 12 months will see the firm focus on "reestablishing AAT Kings as that core brand that agents feel comfortable with".

He confirmed both the Inspiring Journeys and Aussie Adventures brands as integral parts of the portfolio, highlighting Inspiring as a niche product that continues to show promise.

"It was never supposed to be a core product that was going to see a million visitors a year," he said.

"It needs to sit within the hierarchy of the products that we offer and people need to feel comfortable about that hierarchy."

The adoption of an all-in-one brochure is part of the new unified approach to the range.

"It's about telling the story in a fresh new way, but we won't change the story because it isn't broken," Hayes said.

He outlined plans to drive the Inspiring Journeys brand harder in international markets, both traditional and emerging, where he believes substantial growth opportunities exist.

Email the Travel Weekly team at traveldesk@travelweekly.com.au

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