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."