Landor and LKS scoop A-P travel portal business

SYDNEY: Landor Associates and its Australian affiliate LKS have

scooped the Travel Exchange Asia (TEA) business to create a new name,

identity and branding for the travel portal.

The pair beat Enterprise IG and Interbrand for the business, which is

owned by US travel portal Travelocity and 11 flag carriers, including

Cathay Pacific and Singapore Airlines.

The Asia-Pacific travel portal will roll out under the brand name Zuji

early next year. Zuji will attempt to feed off its airline owners'

strong presence in individual national markets to grab a bigger share of

the region's online travel business.

The travel portal will offer flights, hotel bookings, car rentals and

holidays, initially in Chinese and English text.

LKS creative director, Mike Staniford, said: "It was important the new

brand convey the stature of both the airline partners and

Travelocity.com.

"While the name has a strong Asian flavour, it also has an international

feel. We conducted linguistic checks across 17 countries as it was

essential that the name was easy to pronounce and wasn't culturally

offensive."

Michael Ip, Landor Hong Kong managing director, added: "It was important

that Zuji represents the whole region from a contemporary perspective

without being culture-specific."