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Excel Airways Group announce name change to XL Leisure Group


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, the website, which retails and dynamically packages XL flights and holidays. The Groupís 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 and Alyna Trotman, Product Director XL Airways.

In todayís 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. 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 Groupís new taglines, one of which is your holiday starts here, which reflects the core elements of the Groupís product offering Ė from booking to airline and accommodation.

About XL 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: /

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For further press information please contact:

XL Leisure Group and
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


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