LKS, Landor Create Brand for New Asia-Pacific Travel Portal
August 17, 2001 ? Sydney, Australia ? LKS and Landor Associates, one of the world?s leading brand consultancies, have created a new name and identity for the first truly regional online travel agency in the Asia-Pacific.
The work is the result of a collaborative effort between LKS - Landor?s Australian affiliate ? and Landor?s Hong Kong office. This partnership helped ensure that the new name, identity and overall brand impression would resonate with the diverse Eastern and Western cultures of the region.
The new brand name, ZUJI?, replaces the interim name Travel Exchange Asia. It is expected to be officially launched early next year.
ZUJI? is a joint venture of 11 of the region?s leading airlines including Air New Zealand, Ansett, Cathay Pacific, Qantas and Singapore Airlines. Travelocity.com, the world?s largest travel site, is also a partner.
"With its pedigree in Asia-Pacific travel and e-business, ZUJI? is poised to become the region?s preeminent online travel brand," said Mike Staniford, LKS Creative Director. "To match this potential it was important that the new brand convey the stature of both the airline partners and Travelocity.com, ZUJI??s commitment to quality service as well as the sense of discovery, colour and excitement you?d expect from the Asia-Pacific travel experience."
"One of our biggest challenges was ensuring the ZUJI? brand would relate to the diverse Eastern and Western cultures of the region," added Staniford.
The naming program was a three-month process. More than 300 options were created and evaluated by Landor?s naming consultants before ZUJI? was selected. The name is derived from Mandarin and loosely translates as ?footprint?.
Staniford notes, "Whilst the name has a strong Asian flavour it also has an international feel. We conducted linguistic checks across 17 countries as it was essential that the name was easy to pronounce and wasn?t culturally offensive."
ZUJI??s logo features a blue-green eastward-pointing arrow to connote movement, travel and discovery across Asia and the Pacific.
"ZUJI? is an online travel company - it?s also very much a 21st century brand. It was important that ZUJI? represents the whole region from a contemporary perspective without being culture-specific," added Michael Ip, Landor Hong Kong?s Managing Director.
LKS and Landor Associates were awarded the ZUJI? project following a three-way pitch with Enterprise IG and Interbrand.
Notes to Editor:
About Landor
Landor Associates is one of the world?s leading brand consultancy with more than 20 offices worldwide, including Hong Kong, Singapore and Tokyo in the Asia-Pacific region.
Landor?s expertise in the travel category includes re-branding programs for more than 40 airlines including ZUJI? joint venture partners Singapore Airlines, Cathay Pacific, Garuda Indonesia and Silk Air.
Founded in 1941, Landor pioneered many of the research, design and brand consulting methodologies that are now standard in the global branding industry. We take a holistic approach to brand creation and management using strategic insight, research, design, naming and packaging, as well as environmental and digital branding to help companies build Breakaway Brands? and communicate with their audiences more effectively.
For more information about Landor, please visit www.landor.com.
About LKS
LKS is Australia?s leading branding and design consultancy. With over 22 years experience in creating, positioning and revitalizing brands in Australia and through their affiliation with Landor Associates, they combine local Australian expertise with international expertise. LKS is Landor?s official affiliate for Australia and New Zealand.
For more information about LKS, please visit www.lksdesign.com.au.
About ZUJI?
ZUJI? (www.zuji.com) aims to be the leading Asia-Pacific business-to-consumer (B2C) and business-to-business-to-consumer (B2B2C) travel portal. It will offer the full spectrum of travel services and products including airline tickets, hotels, car rentals and tour packages. ZUJI? is powered by leading-edge technology to effectively deliver on its products and services, providing travellers to the site a truly unique and memorable experience.
ZUJI? is a joint venture of 11 leading Asia-Pacific airlines and Travelocity.com, the world?s largest travel site. The 11 airlines are Air New Zealand, Ansett, Cathay Pacific, China Airlines, EVA Air, Garuda Indonesia, Malaysia Airlines, Qantas, Royal Brunei Airlines, Silk Air and Singapore Airlines.
Issued by Landor Associates.
For further information, please contact:
Michael Ip
Managing Director, Landor Asia Pacific
Telephone: 852 2114 8188
michael_ip@hk.landor.com
Mike Staniford
Creative Director
Landor LKS
Telephone: 61 2 9959 4800
mike_staniford@lksdesign.com.au
www.lksdesign.com.au
Damian Borchok
Corporate Branding Consultant
Landor LKS
Telephone: 61 2 9959 4800
damian_borchok@lksdesign.com.au
www.lksdesign.com.au
David Carlos
Branding Consultant
Telephone: 852 2114 8131
david_carlos@hk.landor.com
Britt E. Dionne
Landor Associates
Manager, Communications
Telephone: (415) 365 -869
britt_dionne@sfo.landor.com
Kira Storch
Cohn & Wolfe
Account Executive
Telephone: (415) 477-4546
kira_storch@sfo.cohnwolfe.com