Bath-based TheAgency has been appointed by Rex Resorts, the Caribbean hotel and African Safari operator, to refresh its brand positioning to target a newer, travel savvy target audience.

The brand currently attracts honeymooners as well as the older holidaymaker but wants to address a younger clientele and families. 


TheAgency has also been appointed to handle all the press advertising and brochure and literature design for the company, across all its global interests.

Rex brand manager Atlyn Forde said: “We were very impressed by how TheAgency strategically links together activity across so many varieties of media, particularly online. The Rex brand and proposition will be focussed through the press advertising and the brochures and used to drive direct sales.

"TheAgency has come up with an inventive and appropriate strategy for us, powered by commercially creative ideas. I believe their work will deliver a measured and improved response on the company’s marketing budgets over the coming year.”

Saman Mansourpour, co-founder of TheAgency added: "The refreshed branding will enable Rex to address a younger age group in the increasingly competitive holiday market and also start to move their price point up at a time when there is less money being spent on foreign travel."