China operator picks Burnett to update identity

BEIJING: Listed CYTS Tours, one of the three top tour operating companies in China, has hired Leo Burnett Beijing to develop a corporate brand positioning which it intends to use across its range of travel-related businesses.

The diversified travel operator has interests in tour and transportation services and it also runs hotels. Burnett's national operations director, Benjamin Tsang, said CYTS was looking to revamp the brand as well as develop a new brand identity which could be used across its various sub-brands.

Burnett's win marks the first time CYTS has handed its communications business to an international advertising agency.