Ameropa-Reisen

Description

Almost 70 years on the market, Ameropa was struggling with a dated image. The brand relaunch aimed to create a bigger, more emotional presence and this way attract younger customers. Thanks to a new handwritten logo, a new colour scheme and a new visual language, Ameropa created a uniform, modern appearance across all channels and media, and now reaches both new and existing target groups.

Statement of the jury

Through its relaunch, Ameropa, Deutsche Bahn’s tour operator, was able to successfully shake off its dusty image. The new handwritten logo has an appealingly fresh look, is extremely recognisable and combines with the striking slogan to grab attention and support the colourful, vibrant imagery that inspires both young and old alike and arouses desire for a short break. A pleasingly human and customer-focused presence that creates a very uniform impression across all touchpoints and should ensure that the traditional brand is perfectly equipped for the future.