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Shearings unveils rebrand
Sheerings is getting a brand refresh for the first time since its acquisition by Leger Holidays in 2020.
The changes come into force from 19 December, and include more casual, fun language; a change in photography style, and simplified layouts.
It includes a new logo with Shearings’ reconisable blue and yellow colours remaining.
Leger Shearing Group’s CEO Liam Race said: “Since we rescued the Shearings’ brand over four years ago we’ve kept changes to a minimum.”
“We have been quietly researching customer opinions, including consultations with ‘old’ Shearings’ customers, and they have helped shape the future of the brand.”
Two different types of research were conducted. A traditional online survey, which went to 10,000 participants including ‘old’ and ‘new’ Shearings’ customers, and an ambitious market research study utilising neuro-marketing technology and EEG (Electroencephalography.
Forty-one participants, split by four customer segments, were invited to Leger Shearings Group’s HQ in Rotherham, to take part in the EEG study.
After analysis of the extensive data the new Shearings’ look was developed.
One of the key findings was that there is a lot of anxiety around travelling, intensified since the pandemic.
This was instrumental to Shearings announcing their new tagline and promise – ‘Hassle Free Holidays’.
The new website and advertising campaigns will kick-off mid-December, and new brochures will be published at the end of the year.
This will follow with a new TV advert in early January, followed by radio advertising.
A travel agent incentive will be launched in the new year celebrating the new Shearings’ look.
The concepts and design were developed by UK branding and creative content agency BravoCreative working with the Leger Shearings Group marketing team.
Learn more about : Leger Holidays ( United Kingdom )
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Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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