Luxury holiday company Sovereign has repositioned the 43 year old organisation in a move to differentiate itself from what it says is a “cluttered” luxury market.

The rebrand sees Sovereign reveal a new visual identity based on the strap-line ‘Paradise Found’. This will be followed by a marketing campaign aimed at underlining the company’s position as a bespoke holidaymaker.

Lisa Edwards-Webb, head of customer engagement says: “Luxury means many things to many people, and these days the word is so often used to describe a variety of very different offerings. You’ll find over a quarter of a million results when you type ‘luxury’ into TripAdvisor and that’s an awful lot of luxury options to wade through. Therefore, it has become extremely difficult for customers to be sure that what they are being offered fits with their personal idea of luxury. For this reason, we made the decision to take a step back, differentiate ourselves and focus on each customer’s ever changing and varied needs in order to help them find their own little slice of heaven.”

The Sovereign hotel collections, which appear on the company’s website and in its brochures, have also been renamed to reflect the new branding. There are now three colour-coded levels of service to choose from; Blue, Gold and Platinum. In addition, specific holidays are classified under six different categories; Family, Adult, Lovebirds, Spa, All In and Eco.

Sovereign worked on the rebrand with London-based creative practice, SomeOne, whose clients include The Royal Opera House, Comparethemarket.com, Eurostar and Cancer Research UK.

SomeOne
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