Sovereign looks to set itself apart in cluttered luxury travel market with 'Paradise Found' branding

By Gillian West | Social media manager

December 15, 2014 | 6 min read

Luxury travel brand Sovereign has made a move to differentiate itself by repositioning the 43 year old brand to focus on helping people find their own slice of paradise on holiday.

Created by SomeOne, the rebrand includes a visual identity based on the strapline ‘Paradise Found’ which will be communicated further in a marketing campaign aimed at underlining the company’s position as an expert bespoke holidaymaker.

“Luxury means many things to many people, and these days the word is so often used to describe a variety of very different offerings. You’ll find over a quarter of a million results when you type ‘luxury’ into TripAdvisor and that’s an awful lot of luxury options to wade through. Therefore, it has become extremely difficult for customers to be sure that what they are being offered fits with their personal idea of luxury,” explained Lisa Edwards-Webb, head of customer engagement at Sovereign.

“For this reason, we made the decision to take a step back, differentiate ourselves and focus on each customer’s ever changing and varied needs in order to help them find their own little slice of heaven.”

The Sovereign hotel collections, which appear on the company’s website and in brochures, have also been renamed to reflect the new branding. Three colour-coded levels of service – Blue, Gold and Platinum – have been introduced as well as six different categories, Family, Adult, Lovebirds, Spa, All In and Eco.

Campaign assets will roll-out from mid-December across above the line and digital media.