W&O looks to create masterbrand

Former head of marketing at Club Med Sarah Mason has joined Western & Oriental with a brief to bring the company’s niche travel brands under the one consumer-facing brand W&O Travel.

Holiday

Western and Oriental operates 10 luxury travel brands, including Tropical Locations, Ranch America, Villa Select, Rainbow Tours – Africa and Kids in the Med. The company was floated in 2006 and has pursued an acquisition strategy to build growth but now feels it is time to streamline its offering and create a clear company proposition.

Mason, a former head of marketing for Club Med, will now work on making W&O Travel the consumer-facing masterbrand across all communications. This includes working on the new W&O Travel website that subsumes the online presence of the individual brands and developing a single customer view CRM strategy across the brands.

She will also be looking to work with a branding agency to help develop a completely new identity and roll it out.

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