Teletext Holidays is launching a new online brand called Inluxury to target the luxury market.
The initiative comes as part of the TV text information provider’s brand overhaul, in advance of digital switchover, which begins next year.
The company is introducing an array of services across its digital platforms, including an Electronics Programme Guide to Freeview customers, which was brought out at the end of March.
Inluxury will focus on long-haul destinations such as the Caribbean, Indian Ocean, India, Asia and Gulf States, that are not addressed by Teletext Holiday’s main website, teletextholidays.co.uk which already claims to attract 2 million users a month.
The brand proposition, website and brand identity have been developed by Nucleus, the UK brand and internet consultancy.
Teletext Holiday’s managing director Matt Cheevers says: “Inluxury provides us with a powerful brand we can market to the fast-developing luxury segment, which we were unable to address effectively before.”
The site will provide a platform for the company’s travel partners and advertisers, which include Virgin Holidays, Abercrombie & Kent, Cadogan Holidays, Cox & Kings, and Luxury Explorer.
Teletext launched in January 1993 after winning the licence to broadcast the public Teletext service on ITV and Channel 4. It is available in 90% of British homes and attracts 7.1 million UK users daily. It launched the UK’s first digital text service in 1999, which it now operates on Freeview and Sky.
Peter Mathews, Nucleus managing director, says: “Teletext Holidays needed a new brand proposition to carve out a clear position in the growing luxury sector.”