The popular Shearings brand is to get a makeover, four years after it was acquired by Leger Holidays.
Leger bought the Shearings brand during the pandemic, after its former owner Specialist Leisure Group went into administration.
From next month, Shearings will have a ‘complete change in tone, more casual, fun, playful language; copy that entertains, a change in photography style, simplified layouts, and a new more meaningful logo’, Leger said.
The distinctive, recognisable Shearings blue and yellow colours will remain and there will be a new tagline: Hassle-Free Holidays.
Leger Shearings Group CEO Liam Race said: “Since we rescued the Shearings brand over four years ago we’ve kept changes to a minimum. There were many loyal customers who stayed with the brand and we didn’t want to alienate any customers with major changes too soon.
“We have, however, been quietly researching customer opinions, including consultations with ‘old’ Shearings customers, and they have helped shape the future of the brand.
“We found that the edges were becoming blurred between coach holiday companies, we were all looking the same, we wanted Shearings to stand out and be the first choice. We’ve given the brand a personality.”
A new website and advertising campaigns will kick-off mid-December, new brochures published at the end of the year, with a new TV advert to be broadcast in early January, followed by radio advertising.
A travel agent incentive will be launched in the new year, to celebrate the new Shearings look.
