TRAVEL FIRM PUTS THE ACCENT ON DEPENDABILITY
By Adnews Staff
Canada's largest tour operator is making a push for more business with a new name, a big advertising splash and "iron clad guarantees" for travel agents and travellers. Toronto-based International Travel Holdings announced yesterday that it has changed its name to Signature Vacations. The name change will also be adopted by ITH's four regional operations: P.S. Holidays of Manitoba, Adventure Tours and Fiesta Sun of Ontario and Sol Vac of Quebec. Fifty-per-cent-owned Fiesta West of British Columbia and wholly-owned Encore Cruises of Toronto will keep their current names. Signature belongs 100% to British-based First Choice Holidays, PLC. A multi-million-dollar ad campaign from the agency hired late last year, Leo Burnett Company of Toronto, will break Sept. 18. Aimed at people aged 25-46 who are predisposed to taking package holidays, the ad blitz will use television, billboards, newspapers and point-of-purchase. In addition, vacation brochures have been totally revamped so they're easier to understand. The company says it is the first tour operator in Canada to introduce a 24-hour help line. It is also offering a best price guarantee. Signature is putting a strong focus on security in promoting its image, after holding 40 focus groups and conducting telephone interviews with 500 customers. "Our customers told us they wanted worry-free travel, so we have redefined the way we do business to set new standards that will exceed their expectations," said Signature marketing vice-president David Hunter. A new logo was designed for Signature by Marovino & Associates of Mississauga, Ont. Edelman Public Relations in Toronto does PR for Signature.