Mediaboss Marketing

Democracy will manage PR for the new Co-operative Travel Management brand identity as the business severs the final ties to its former parent group.

Due to be unveiled on March 16, the new identity is the culmination of a period of focus in technology, digital and customer service under the guidance of chief executive Pat McDonagh and investment from new owners, the Saudi-based Al Tayyar Group.

With more than 1,000 clients across the UK, in education, construction and charity, Democracy is briefed to help bring the client base on the journey of change.

From communicating the new identity to trade and business; to explaining what values are at their core; the market leading technology that their customers have access to and how the identity will impact on its every day service.

Jennifer OGrady, founder of Democracy, said: "We are an agency who manages messages around change well, having experience of successfully taking companies through periods of adjustment and re-establishment.

"We know how important it is for a new name to establish trust with its audience, even one with so much heritage as the Co-operative behind it.

Democracy has supported the re-emergence of the TJ Hughes brand following administration and run successful trust and consideration campaigns for clients including CORGI HomePlan, webuyanycar.com and Knowsley Safari.

Pat McDonagh, chief executive of Co-operative Travel Management, added: "The co-operative principles will always run deep in the business but it takes more than heritage and a name everyone recognises to win new business.

"We have invested heavily to improve our proposition and be the best at what we do and its that, along with our new identity, that we need to communicate to clients.

"Democracy grasped that right from the start and have the right contacts across all sections of the media to get our message and new name out there straight away.

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Democracy appointed to manage Co-operative Travel Managements change of identity