SHANGHAI, December 7, 2016 – Labbrand’s excellent brand solution has been honored at 31st London International Awards (LIA). The Chinese name creation for Thomas Cook, the oldest name in travel, wins bronze award in the Verbal Identity – Naming category.
Founded in 1986, LIA awards (formally known as London International Advertising Awards) is a worldwide award annually honoring legends, pioneers, and embodiments of excellence in Advertising, Digital, Production, Design, Music & Sound and Technology. It was the first truly international award of its kind to acknowledge all media from all over the world to be judged by a diverse global jury.
Labbrand worked closely with Thomas Cook Group to conduct a comprehensive brand localization project including market research, brand positioning and messaging strategy as well as verbal and visual identity creation, for Thomas Cook Group and its brands.
The LIA awards especially honored Labbrand’s achievement with Thomas Cook in creating impactful verbal identities. For Thomas Cook Group, Labbrand created the Chinese name 托迈酷客 [tuō mài kù kè], conveying an image of modern and pioneering tourism while maintaining the phonetic link with the original name. The Chinese tagline “陪你随心而行” [péi nǐ suí xīn ér xíng] (experience your dream holiday with Thomas Cook ) highlights that Thomas Cook always puts customers at its heart. Thomas Cook’s flagship resorts Sunwing and Sunprime were named 晴乐湾 [qíng lè wān] and 晴揽庭 [qíng lǎn tíng] respectively. Moreover, Labbrand also named Thomas Cook’s mascots Lolo 萝萝 and Bernie 波昵.
“It’s a great honor to win the 31st LIA awards, with the Chinese name we created for Thomas Cook – 托迈酷客[tuō mài kù kè]. As the leader in brand naming, Labbrand has helped hundreds of brands to create their verbal identities. We will keep the brand innovation spirit and continue to bring foresight in brand building field.” Said Amanda Liu, VP and Creative Director of Labbrand.
Labbrand is the leading China-originated global brand consultancy. Through brand innovations, we create, grow, and disrupt to be strong and resilient in dynamic markets. We are multi-cultural in approach and cross-disciplinary in research, strategy, naming, design, and digital. Together this gives us the foresight and ability to build brand equity.
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