THE SUNWORLD brand will be axed on Wednesday, as exclusively revealed by Travel Weekly five months ago.
Parent Thomas Cook is also set to scrap Sunset and the Flying Colours and Caledonian Airways names in a £10m rebranding exercise. A new brand will encompass its tour operating and airline division, but the Club 18-30 name is expected to survive.
Thomas Cook will not use overbranded brochures in its shops, but instead promote the the newly-named tour operation in its high street outlets. However, Thomas Cook Holidays is expected to be kept for long-haul brochures.
Details of the rebrand, to be launched at the Telford Exhibition Centre, have been kept a closely guarded secret but the company is expected to use green as the corporate colour for its brochures and aircraft livery.
There will also be two new product lines from the operator, which will unveil the look on its second edition summer 2000 brochures.
Industry experts predicted transparency problems for Thomas Cook.
"Up until now, you bought Thomas Cook Holidays in Thomas Cook shops, but if you introduce a new brand, you will have to make the ownership links clear to the public to comply with government regulations," said one source.
Thomas Cook plans to present itself as a family-orientated company and has hired the famous Walton sextuplets, born in 1983, to promote Wednesday's launch. New-style uniforms for airline staff and relaxed Gap-style resort wear for reps will also be unveiled.
Thomas Cook has conducted extensive research among consumers and will continue research among the trade. A £5m advertising campaign will start on Wednesday.
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