When Thomas Cook Group collapsed, the future looked bleak for one of Scandinavia’s most iconic holiday brands. But along came new owners, who saw huge potential under the heap of gloom. A new parent company was born – Nordic Leisure Travel Group – and with it came a fresh spirit of optimism. Unfortunately, Covid-19 had other plans, and they didn’t include overseas holidays. The time was however spent wisely on sharpening the strategic thinking and visual tools, getting the brand ready to satisfy the dreams of hundreds of thousands of vacationers who are longing to explore the world again.

Holiday preferences have changed in recent years. For many, sun, sea and sand are no longer enough. Today’s holidaymakers seek well-being in different ways. Some want short breaks, others longer holidays. Some want adventure, others relaxation. The new strategy reflects this shift in consumer behaviour, and Ving has broadened its offer considerably.

Consumer behaviour isn’t the only thing to have changed over the last decade; the media landscape has been completely transformed too. Ving faces the future with a visual identity that is well suited to branding in a digital world.

A striped wave can be applied to touchpoints that do not allow the full logotype (which includes a wordmark). The pattern is not only a nod to nostalgia and a guide to customers before, during and after the journey, it also communicates harmony and well-being, which is what every holidaymaker ultimately seeks.

The new brand identity includes two custom typefaces – a display font based on the striped wave, and a warm, friendly serif that reads well on all platforms. The brand’s new direction is expressed in its tagline: Find your wave.

The reinvented Ving was launched in December 2020, together with its Nordic sibling brands, Tjäreborg and Spies.

Brand performance development* from pre to post-campaign amongst consumers (within 2 months from brand launch)

Uplift in unaided awareness and high liking in all markets (SE, FIN, DK, NO)

Uplift in brand perception attribute ”Delivers well-being” in all markets.

Uplift in perception of the new logo ”fits with the brand” in all markets. Strongest in FI.

Brand performance** in relation to internal target groups (employees)

Score 9.09 of 10 in liking of the new brand identity.

All comments and feedback is positive and highly appreciative

Source: *Yougov brand survey, **Web survey internally