TUI Travel bought Travelmood last year. It has been added to TUI’s Austravel brand, also a Fox Kalomaski client, to make TUI the second largest tour operator to Australasia.
Fox Kalomaski will work on a new website and press advertising together with a data management campaign.
Laura Southwell, Head of Marketing for Austravel and Travelmood, says: “We need a distinct new brand positioning, customer proposition and brand strategy targeting a new, higher spending audience of prosperous professionals, wealthy executives, educated urbanites, aspiring singles and flourishing families. We want them to see Travelmood as a brand they aspire to when planning a tailor-made holiday.”
Travelmood currently sells holidays to Australasia, the Far East, Southern Africa, North America, Indian Ocean and the Middle East, in addition to a range of Adventure holidays under the Travelmood Adventures brand. It intends to extend its offering further to include the Caribbean and South America.