One of the most trusted brands of Russian, Ukrainian and Belarus markets, Coral Travel, the second affiliate of OTI holding, has been awarded gold medal for the rebranding of its corporate identity.
Award has been given to Coral Travel under the category “Best Rebrand from Russia” during the 2013 Transform Awards.
Coral Travel, started operations in 1994 as the second affiliate of OTI Holding, a leading tour operator in Russia and the Commonwealth of Independent States (CIS) wanted to refresh its brand identity with a view to becoming a global leisure travel business. As Coral Travel already held a strong market position, Carnegie Orr, famous corporate identity design firm from London, faced the challenge of developing the brand without undermining its existing identity.
- Coral Travel has been awarded gold medal for the rebranding of its corporate identity. Coral Travel has been awarded gold medal for the rebranding of its corporate identity.
New identity combines revamped modernity with existing identity
New identity designed by Carnegie Orr provides Coral with a revamped modernity and the ability to compete against other international leisure travel brands. The original branding has been transformed in order to attract a digital audience in addition to the brand’s existing audience base. The new identity is both eye-catching and reflective of Coral Travel’s tradition and place in the world travel market. In implementing the new branding, Carnegie Orr focused on travel agents and online sales as key audiences. Communication of the rebrand began with travel agents and has continued on to both the online and physical consumer interfaces.
Coral Travel rebranding project conducted by a famous English design company
OTI Holding Assistant Manager of board and General Director of Coral Travel, Coşkun Yurt made following statements about the award: “We worked with a famous English design company in Coral Travel’s rebranding Project. Project started in February 2012. We launched our new branding in November 2012 and our corporate identity now has more modern, enlightened and sincere design will help us in our efforts to enter into new markets and open new destinations. Our restructured brand Coral Travel will increase our worldwide competitive advantage. With this gold medal from Transform Awards 2013, our rebranding project proved its effectiveness and strengthened our belief in our brand’s future success.
An elite group of jurors made the selections
‘Transform Awards’ sets the standards in rebranding, repositioning and transforming brands in the sector. Competing brands in the category ‘Best Rebranding’ has been evaluated by an elite group of jurors among which there were experienced corporate professionals, designers and journalists. In ‘Transform Awards’ best rebranding projects as of 2010 has been awarded. Awards have been given to winners during the gala dinner at The Brewery in London. BBC Science Reporter and Comedian Steve Mould hosted the event.Organizer of ‘Transform Awards’ Andrew Thomas made the following statements about the awards: “All rebranding stories that captured our imagination and heart were the stories of hard work, great creative thought and strategic insight. This is the common ground of all honoured stories in ‘Transform Awards’. Our awards as a platform let us look for perfection of brand transform stories and we are honoured to be part of them in their journey to reach their full potential.”