Excel Airways Group announce name change to XL Leisure Group

From: XL Leisure Group
Published: Fri Dec 22 2006

XL Leisure Group is to become the new name for Excel Airways Group and along with the name change there are to be new logos for the Group and two of its main Divisions: XL Airways, the charter airline, and XL.com, the website, which retails and dynamically packages XL flights and holidays. The Group’s French (Star Airlines) and German (Star Europe) charter airlines are also being rebranded as XL Airways, creating a truly global brand.

The XL brand strategy now being revealed has been developed by specialist agency Brand Instinct, involving input from XL Airways teams from the UK, France and Germany and led by Martin Lock, MD XL.com and Alyna Trotman, Product Director XL Airways.

In today’s travel world, with its accelerating pace of change, it is more important than ever that consumers are presented with coherent and consistent brands and brand messages. These help to develop awareness and customer loyalty in a marketplace flooded with brands.

The new logo will be used on all of XL Airways 34 aircraft. In addition the onboard magazine and interior elements of the fleet have been completely redesigned to reflect the new brand values, colours and design and newly designed crew uniforms are being introduced. These changes are being phased in from 22 November and will be completed within the UK fleet by May 2007.

XL.com has been rebranded and all consumer marketing in the UK will feature the new brand, look and feel. It is also expanding and is being launched in Ireland, France, Germany and Australia by the end of November 2006.

The final element of the rebranding comes in the form of the Group’s new taglines, one of which is your holiday starts here, which reflects the core elements of the Group’s product offering – from booking to airline and accommodation.

About XL:

XL.com is one of the most visited airline internet sites in the UK offering a multitude of flights and holidays through XL Airways and XL Holidays to over 50 destinations from 12 UK airports.

For further information, to discuss a press visit or to arrange an interview, please contact:

Bernie Glancy or Kate Burgess at KBC Public Relations

Tel: 01825 76 36 36

Email: Bernie.Glancy@kbc-pr.com / Kate.Burgesse@kbc-pr.com

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For further press information please contact:

XL Leisure Group and XL.com:


Bernie Glancy

Senior Account Manager

KBC Public Relations & Marketing Ltd

Suite 3

Falmer Court


East Sussex

TN22 1HN

United Kingdom

Tel: (44 0) 1825 763636

Fax: (44 0) 1825 763 640

Email: Bernie.Glancy@kbc-pr
Company: XL Leisure Group
Contact Name: Bernie Glancy
Contact Email: enquiries@pr-sending.co.uk
Contact Phone: (44 0) 1825 763636

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