afaqs!

Sterling Holidays revamps brand identity and logo

By Surina Sayal , afaqs!, Mumbai | In OOH News | January 25, 2011
The company, which was established in 1986, has refurbished its resorts too; the new look has been unveiled in a print and OOH led campaign.

Timeshare and vacation ownership company, Sterling Resorts has recently undergone a re-branding exercise and has revamped its logo as well. The company will now be known as Sterling Holidays. Its new tagline reads: 'It's a wonderful world'.

Speaking to afaqs!, Lata Subramanian, vice-president - marketing, Sterling Holidays, says, "We have changed our brand name because we felt that our resorts, product and service are ultimately about delivering a wonderful holiday experience; more specifically, facilitating affordable, fun-filled holidays across India and the world."

She adds, "We opted for a new brand identity, because we felt the time had come to send a powerful signal that a great deal has changed in the Sterling World -- with investments in refurbishment of our resorts, service standards and overall enhancement of the holiday experience at all resorts in the Sterling Holidays destination network."

Sterling Holidays aims to deliver fun-filled, comfortable and affordable holidays to middle-class India. It has a network of 14 resorts in 12 holiday destinations in India. However, members can holiday abroad through RCI exchanges, RCI being a world leader in timeshare holidays.

Discussing the thought behind the new 3D logo, Subramanian says that a refreshing, lively yellow has been used to symbolise sunny happiness, warmth and friendship. The graphics, depicting the elements of nature surrounding the resort, capture the amazing locations, while depicting the joy of a relaxing vacation.

About the brand's new tagline, Subramanian says, "In whatever we do, we seek to leave the customer so satisfied that he feels that it is not just a great holiday, but that the world itself is truly wonderful. Whether it is the check-in, room standards, food, holiday activities or customer service, there is a conscious effort to ensure that the holiday is wonderful."

The new logo and brand identity have been created by Network Advertising, which has also worked on the print and OOH creative and media plan and execution. Besides, an online campaign has been created by Rage Communications.

The outdoor and print campaigns have been unveiled in the states of Tamil Nadu and Kerala as well as in Bengaluru, Hyderabad, Mumbai, Pune and Ahmedabad.

The campaign is also running on seat panels on 20 Jet Airways aircrafts. Additionally, in Mumbai, Meru Cabs and Brihanmumbai Electric Supply and Transport Undertaking's (BEST) Volvo buses sport the new communication.

Discussing the focus on outdoor as a medium for this campaign, Subramanian says, "We thought OOH would give us maximum brand visibility and get people wishing that they were on a holiday, rather than commuting to and fro on their daily grind."

Sterling Holidays currently has a vacation ownership base of over 1,15,000 customers. Other timeshare companies in India include Mahindra Holidays & Resorts and Panchwati Holiday Resorts.

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