ATAC reveals major brand refresh to help drive quality membership

By Grant Jones

Australian Travel Agents Co-operative (ATAC) has unveiled a major refresh of its branding, with chair Jack Taylor announcing the new look at the “100% independent” organisation’s Future Focus Conference at The Langham on the Gold Coast.

“Our vision is to grow into a larger more connected community of independent travel business,” Taylor told members at the announcement at the Langham. “While expanding, we really want to be remain focussed, recognising each members individual uniqueness and contribution to this wonderful, wonderful organisation and always championing the symbiosis at the heart of our co-operative.

“Our goals is to create a stronger, more resilient network where independence and collaboration actually co-exist and we enable all of our members to thrive.”

The rebrand has been led by ATAC general manager Michelle Emerton, and manager member services and development Georgina Randall.

“We just want to get it out there to the whole of the industry that our new logo reflects the 100% symbiotic nature of ATAC and the 100 per cent independent nature of our group,” Emerton said. “We champion the individual while understanding we are stronger together.”

The refresh is two years into Taylor’s term as chair. The larger part of A logo, he said, reflected the membership, while the smaller section related to his team, “where we get shit done”.

“It is all about building brand, and it’s all about driving quality, sustainable membership growth,” Taylor revealed to Travel Weekly in an interview before the big announcement. Key themes include being “100% Symbiotic and 100% Independent”.

“One of the challenges we’ve had in getting members is the building the brand, which is why we’ve made a decision to refresh the brand today so that we can remove the barriers to ensuring that they have a brand they (members) can stand behind,” Taylor said.

“The elements of those that we’re really going to drive is that independence. It’s that symbiosis of the fact that, yes, while we’re separate, we’re actually bought together by more than separates us.”

Before…

and after.

The refresh comes on top of other recent news including ATAC appointing Helloworld Travel’s Air Tickets as its sole and exclusive air consolidator following comprehensive market assessment on best value for its members

That appointment, effective 1 January 2025, reflects the co-operative’s commitment to securing the best value for all members, Taylor said.

“We’ve made some big progress, big steps forward,” he said of his two years at the helm. “This is a huge decision from our group, because we changed consolidator twice in the entire journey of ATAC, which is 38 years old this year. Yeah. So it’s a ginormous step that reminds the industry that at ATAC, while we may have the perception of being small, we certainly don’t think like it.”

The new Air Tickets wholesale fare guide.

The conference theme this year is “Hands on. Future Thinking.” with ATAC exploring ways in which it can promote innovation and collaboration to ensure mutual prosperity for agents, preferred partners and members.

ATAC chair Jack Taylor, flanked by general manager Michelle Emerton, and manager member services and development Georgina Randall.

Gallery images: www.eventphotography.com, all other images: Grant Jones

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