XL Leisure Group is to become the new name for Excel Airways Group and along with the name change there are to be new logos for the Group and two of its main Divisions: XL Airways, the charter airline, and XL.com, the website. The Group’s French (Star Airlines) and German (Star Europe) charter airlines are also being rebranded as XL Airways, creating a truly global brand.
The XL brand strategy now being revealed has been developed by specialist agency Brand Instinct, involving input from XL Airways teams from the UK, France and Germany and led by Martin Lock, MD XL.com and Alyna Trotman, Product Director XL Airways.
In today’s travel world, with its accelerating pace of change, it is more important than ever that consumers are presented with coherent and consistent brands and brand messages. These help to develop awareness and customer loyalty in a marketplace flooded with brands.
The new logo will be used on all of XL Airways 34 aircraft. In addition the onboard magazine and interior elements of the fleet have been completely redesigned to reflect the new brand values, colours and design and newly designed crew uniforms are being introduced. These changes are being phased in from 22 November and will be completed within the UK fleet by May 2007.
XL.com has been rebranded and all consumer marketing in the UK will feature the new brand, look and feel. It is also expanding and is being launched in Ireland, France, Germany and Australia by the end of November 2006.
The final element of the rebranding comes in the form of the Group’s new taglines, one of which is your holiday starts here, which reflects the core elements of the Group’s product offering - from booking to airline and accommodation.