FLIGHT Centre majority-owned Back-Roads Touring Company has been forced to change its name in the USA, announcing that from now on it will trade in America as “Blue-Roads Touring Company” (pictured).
The move follows settlement of a long-running trademark infringement case brought by California-based active holidays specialist Backroads Corporation, which was founded in 1979.
In 2015 the American firm filed court papers alleging that the rival Flight Centre offshoot was “knowingly and intentionally using the infringing Back-Roads Touring brand in an effort to confuse the public,” seeking damages and an injunction against selling tours to US-based customers.
The California company had registered a range of “Backroads” trademarks in 2005, and noted in its initial lodgement that these and the Back-Roads Touring brand were “virtually identical and convey substantially the same commercial impression”.
The case eventually proceeded to mediation, including a face-to-face meeting between both companies’ CEOs in Jan last year and ultimately a settlement deal finalised 12 months ago.
In a media release on Fri Back-Roads Touring Company put a brave face on the outcome, saying: “by creating a new brand that speaks to a distinctly American audience, Blue-Roads is helping to bring the small-group tour experience to life in this key market”.
The new name is inspired by American historian and travel writer William Heat-Moon, who set out on a journey with a Rand McNally map book vowing only to take the routes marked in blue – the coastal road, winding way, side street or country road.
The US rebrand has seen the company launch a new website, social channels and marketing collateral specifically relating to North American travellers.
The company said while American clients would book through Blue-Roads, the actual operator in Europe and Asia would continue to be Back-Roads Touring, with other markets unaffected by the name change.
Former AAT Kings sales head David Gendle recently took up a new role as Global Sales GM for both Back-Roads Touring & sister brand Topdeck Travel (TD 27 Sep).
Source: traveldaily