Landor and LKS scoop A-P travel portal business

<p>SYDNEY: Landor Associates and its Australian affiliate LKS have </p><p>scooped the Travel Exchange Asia (TEA) business to create a new name, </p><p>identity and branding for the travel portal. </p><p><BR><BR> </p><p>The pair beat Enterprise IG and Interbrand for the business, which is </p><p>owned by US travel portal Travelocity and 11 flag carriers, including </p><p>Cathay Pacific and Singapore Airlines. </p><p><BR><BR> </p><p>The Asia-Pacific travel portal will roll out under the brand name Zuji </p><p>early next year. Zuji will attempt to feed off its airline owners' </p><p>strong presence in individual national markets to grab a bigger share of </p><p>the region's online travel business. </p><p><BR><BR> </p><p>The travel portal will offer flights, hotel bookings, car rentals and </p><p>holidays, initially in Chinese and English text. </p><p><BR><BR> </p><p>LKS creative director, Mike Staniford, said: "It was important the new </p><p>brand convey the stature of both the airline partners and </p><p>Travelocity.com. </p><p><BR><BR> </p><p>"While the name has a strong Asian flavour, it also has an international </p><p>feel. We conducted linguistic checks across 17 countries as it was </p><p>essential that the name was easy to pronounce and wasn't culturally </p><p>offensive." </p><p><BR><BR> </p><p>Michael Ip, Landor Hong Kong managing director, added: "It was important </p><p>that Zuji represents the whole region from a contemporary perspective </p><p>without being culture-specific." </p><p><BR><BR> </p>