Fallon has won the pounds 2 million task to launch Moto, the newly
rebranded Granada motorway service areas.
The company is said to have approached Fallon after being impressed with
its work that successfully transformed the negative image of the Skoda
brand. Fallon did not have to pitch for the account.
Paul Kelly, the brand development director of Moto hospitality, said:
"I'm very pleased to appoint Fallon. It has a good track record in
forcing the re-appraisal of brands in their respective markets."
The re branding is the beginning of a programme to change the face of
the motorway service areas, and it is hoped that by August, all 47 of
the UK and Ireland sites will be equipped with the new name and
The new identity will be rolled out across its European network within
five years. It was devised by The Point and BDG McColl.
Michael Wall, a founding partner of Fallon, added: "Motorway service
areas are historically ill-thought of, and, at best, a distress stop.
Our job is to change people's perceptions of the category, and make Moto
the brand they want to stop at."
Moto's parent, The Compass Group Plc, which claims to be the world's
biggest catering group, announced its interim results on Tuesday. It
reported a doubling of half-year operating profits. It said profits
before interest, goodwill amortisation and exceptional items for the six
months to 31 March were up 108 per cent at pounds 268 million.
Compass is also in talks with the Office of Fair Trading and the
Highways Agency about developing the motorway sites into mini-retail