Granada motorway services hires Fallon for rebranding task

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

logo.



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

parks.



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