Tauck Talks Up Exotic Travel Plans

Brandweek,  June 12, 2000  by Mike Beirne

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With the average vacation tour experience conjuring visions of early wakeup calls, a strict regimen and buses rolling into Atlantic City, N.J., and Branson, Mo., Tauck Tours is rebranding itself to better reflect its international scope and deluxe guided-travel experiences.

Per its 75th anniversary year, the newly named Tauck World Discovery will unleash a pr and direct mail blitz to customers, along with travel kits and brochures to travel agents to ballyhoo the new identity.

Also, co-presidents Peter and Robin Tauck, grandchildren of founder Arthur Sr., will regularly host an online chat line beginning this week to talk up the brand and new programs such as expedition cruises to Antarctica, treks to private game reserves and hot-air ballooning in Africa.

The rebranding effort--complemented by a restructuring of the Westport, Conn.-based tour operator's guest, reservations and guide services-will attempt to reach 45-60 year-olds who don't have as much time to get away as Tauck's core, 60-70 year-old target, said Dan Mahar, vp-sales and marketing. As such, they tend to look for high-quality getaways, such as helicopter tours of the Canadian Rockies, national park vacations and chartered small ship cruises to Costa Rica.

Yet, the word "tour" for that demographic connotes mass market domestic land excursions and Tauck, which generated 50% of its business from international travel and small ship cruising, wanted a new identity and logo.

SHR Perceptual Management, Scottsdale, Ariz., handled the branding strategy Program was orchestrated by W2K, Larchmont, N.Y.

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