TUI to axe Eclipse and Sunstart after review

TUI, the travel company, is axing former First Choice brands Sunstart and Eclipse following a review of the two businesses.

The review of the two brands comes just weeks after the company announced a new marketing strategy, including positioning First Choice as its family brand and using Thomson to target older, more affluent consumers (MW January 31).

Andrew Laurillard, head of brand strategy at TUI, says the brands were not key players in the company portfolio and the businesses, including their direct marketing operations, will be taken over by other parts of the company.

Budget brochure brand Sunstart will be incorporated into the former Thomson brand Skytours, which Laurillard says has higher brand recognition in the market. Eclipse, which mostly sold holidays to tour operators, but which also has a high street and web presence, will be phased out. It is not thought that there will be any job losses.

Laurillard says that more ad campaigns are planned for TUI’s main brands, Thomson and First Choice, throughout the year.

He adds: “We are looking at how to refine the campaigns. We want to break this industry out of the cycle of poor advertising that it is in. There is a lot more work in the pipeline.”

The combined business is expected to be fully relocated to its new offices in Luton within six months.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here