Sterling Holidays gets a new logo and brand identity

Sterling Holiday Resorts (India) Limited was set up in 1986 with the vision of delivering affordable holidays to middle class Indian families. The group recently re-branded itself and revamped its logo. The company will now be called Sterling Holidays with a new tagline that reads- 'It's a wonderful world'. The group has also made a few changes to its resorts.

Sterling Holidays has over the years built a network of 14 resorts in 12 holiday destinations in India and over 100,000 Vacation Ownership members. A refreshing and lively yellow has been used in the new logo to symbolize sunny happiness, warmth and friendship following the re-branding activity. The graphics, depicting the elements of nature surrounding the resort, capture the amazing locations of the resorts. While depicting the feeling of a completely relaxed vacation, they also symbolise the elements that make Sterling Holidays, and the world, seem truly wonderful.

Talking about the re-branding activity, Lata Subramanian, told Adgully, "There are not many national brands like us in the leisure hospitality space. Moreover in terms of our price position we are very competitively priced. We deliver funfilled and affordable holiday experiences. And this has been our vision ever since the group was established. We will be further reinforcing this belief through the re-branding exercise."

"We spent the last one year studying our customer's needs, both existing and prospective customers.In fact our initial launch was for our existing customers post which we announced it in the media. In November last year we came out with a newsletter and we did a huge print run of almost 140,000 copies. These newsletters were shipped to our more than 100,000 Vacation Ownership members and all our shareholders. Our prime focus is keeping our current customers very happy," she added.

The brand change campaign has been rolled out using an effective medium of OOH. The creative of the campaign explains the need to explore the wonderful world which is waiting for you.

To support the change and create awareness Sterling Holidays has used around 40-50 outdoor hoardings in cities such as Bengaluru, Chennai, Hyderabad, Kochi, and Pune. In Mumbai they have associated with Meru Cabs and BEST to promote their campaign with attractive creatives. The re-branding was aligned with the changing lifestyles of the customers.

"We have positioned ourselves in the leisure hospitality space. As our strategy we want the consumers to know that we offer the best holiday destinations at affordable costs. We are looking at build an experience in terms of the destinations and also in terms of creating a fun-filled experience within our resorts."

The group has got on board Network Advertising for all the ATL creative campaigns, interactivity across the official website is being developed by Puretech Internet and online marketing and website maintenance is being handled by Rage Communications.

Sterling Holidays is also looking at expanding their sales network and has offices in cities like Rajkot, Nagpur, Indore, Madhurai etc. The group is also looking at smaller towns and looking at attracting more customers from these emerging smaller markets. | By Prabha Hegde [prabha(at)adgully.com]