Trafalgar Unveils New Branding Campaign, Family Travel Push

Trafalgar Tours is launching a new branding campaign with a new logo, a new slogan “Rediscover the Romance of Travel,” a new DVD that emphasizes the romance and experiential aspects of touring and a new push on family travel experiences.

Trafalgar President Paul Wiseman said that the company has come out of the slump of 2008 and 2009 and has returned booking levels of 2007, which he said was one of Trafalgar’s best years.

Wiseman attributes the upswing in part to “a lot of reengineering” that has been done to the product and the marketing. “We’ve been working very closely with our travel agent partners in the lead up to the launch this year,” said Wiseman. “And by deploying these significant initiatives, we are positioning ourselves strongly for 2010.”

Trafalgar has launched its new brochure for 2010 with a special DVD attached to the cover that portrays a couple on a Trafalgar tour and shows the romantic, experiential and adventurous aspects of the company’s escorted programs.

The launch of the new brand campaign also is being combined with a special “companion flies free” promotion or an alternative land savings program for clients who don’t want to buy air.

Trafalgar is putting out a separate brochure for Trafalgar Family Experiences, which will include 89 departures for 2010. The five itineraries in Europe are Spanish Salsa (Spain); Gladiators, Gondolas and Gold (Italy); Kingdoms & Tales (Prague, Vienna and Budapest) Magic and Make Believe (London and Paris); and European Wonderland (London, Paris, Venice, Florence and Rome). US/Canada five itineraries include Rocky Mountain Adventures (Jasper, Banff and Calgary); Pioneer Adventures of the Old West (Bryce Canyon, Grand Canyon and Flagstaff, Ariz.); Wild West Cowboys and Buffalos (Salt Lake City, Yellowstone Park and Denver); Adventures in the Wild Northwest (Seattle, Portland and San Francisco); and California Dreams (San Francisco, Lake Tahoe, Yosemite National Park and Monterey). Land prices start at $1,499 per person double occupancy.

Trafalgar’s new branding campaign grew out of market research showing that while Trafalgar’s brand awareness was very high, its level of agent recommendations was not as high.

Trafalgar’s research showed that passion was at the heart of people’s motivation to travel, so the company created its new video to portray the romance of travel, which is not effectively shown by brochures.