Lite
Topic Author
Posts: 269
Joined: Wed Jan 03, 2007 1:53 am

Servisair Rebrand ... Again

Sun Mar 18, 2007 1:03 am

Following the merger with GlobeGround, the company was called Servisair GlobeGround. Then dramatically in 2006, Airliners announced "Servisair GlobeGround is no more" which turned out to be that the company had decided to use their parent name in the brand to be called Penauille Servisair. Then a week ago, the company without making an official announcement, has dropped the name Penauille, to call themselves just Servisair. Now for a company trying to reduce their costs and financially restructure, so many rebrands cannot be sensible. Does this possibly mean Servisair might be trying to shed their previous bad image?
LCC Lover Lite
 
LeonB1985
Posts: 690
Joined: Sun Apr 03, 2005 9:21 pm

RE: Servisair Rebrand ... Again

Sun Mar 18, 2007 1:41 am

I'd heard over here nobody could pronounce 'Penauille', hence reverting back to just 'Servisair'.
From the construction site that is better-known as London Heathrow Airport
 
Lite
Topic Author
Posts: 269
Joined: Wed Jan 03, 2007 1:53 am

RE: Servisair Rebrand ... Again

Sun Mar 18, 2007 1:59 am

I know that some people have had problems with Penauille (when the name change first ocurred we were told it's simply "pun-oy" which is close enough even if Francophones run away screaming) and at the Ryanair desk there was a list of all their destinations in France and how to pronounce them roughly correctly. Bring on compulsory language classes for primary school children I say.

I think it was a problem with the Penauille brand, the company is always referred to as simply Servisair, which I think is an adequate enough brand considering it dates back decades and describes what the company does - provides services to airlines. The only problem is the Circusair image that goes with the company, which I believe is the reason for the GlobeGround globe being kept, because apparently GlobeGround signified a good handling agent. All marketing guff, I'd say spend more time keeping good employees and providing consistently good service rather than faffing with the brand.
LCC Lover Lite
 
teva
Posts: 1764
Joined: Thu Feb 01, 2001 12:31 am

RE: Servisair Rebrand ... Again

Sun Mar 18, 2007 4:40 am

Another reason is that the Penauille group has been bought by another company (Derichebourg). This company has decided to drop the name Penauille because this brand has no international recognition.
Teva
Ecoute les orgues, Elles jouent pour toi...C'est le requiem pour un con
 
globetrekker
Posts: 800
Joined: Sat Dec 13, 2003 10:51 am

RE: Servisair Rebrand ... Again

Sun Mar 18, 2007 11:14 pm

Wasn't GlobeGround the ground division from Lufthansa in the past?
The World Is A Book And Those Who Do Not Travel Read Only A Page
 
Lite
Topic Author
Posts: 269
Joined: Wed Jan 03, 2007 1:53 am

RE: Servisair Rebrand ... Again

Mon Mar 19, 2007 12:05 am

Quoting GlobeTrekker (Reply 4):
Wasn't GlobeGround the ground division from Lufthansa in the past?

Yes, GlobeGround was a handling agent which was set up to handle Lufthansa and third party airlines outside of Germany. The company was initially going to be kept as an independently run subsidiary with some of the shares put up in an IPO, but instead in 2002 the company was sold to Penauille Polyservices which owns Servisair. The companies were merged initially under the brand Servisair GlobeGround as both brands were quite well respected in their own fields, but it was felt after two years under this brand that the two companies needed a new direction and better assimilation, so the company changed it's name to Penauille Servisair representing it's ownership and a new direction.

Obviously that has been short lived, and the company is now going by just Servisair. How are they at your local station?
LCC Lover Lite
 
Lite
Topic Author
Posts: 269
Joined: Wed Jan 03, 2007 1:53 am

RE: Servisair Rebrand ... Again

Mon Mar 19, 2007 1:51 am

Servisair's website is down today, possibly for rebranding or maintenance?
LCC Lover Lite
 
User avatar
malaysia
Posts: 2616
Joined: Wed Nov 03, 1999 3:26 am

RE: Servisair Rebrand ... Again

Mon Mar 19, 2007 3:42 am

I think they should just for the sake of it just go to "HUDSON GENERAL" hehe Big grin
There Are Those Who Believe That There May Yet Be Other Airlines Who Even Now Fight To Survive Beyond The Heavens
 
lasbagman
Posts: 343
Joined: Sat Dec 01, 2001 8:55 am

RE: Servisair Rebrand ... Again

Mon Mar 19, 2007 12:57 pm

I am so glad they dropped Penauille from the name. It was very hard to pronounce and hard to understand if it was
penauille or Hanoi or even Pinoy a word which is used in the Phillipines.

Servisair sounds Much better.


Lasbagman/ Hudson General / GlobeGround North America / Servisair - GlobeGround / Penauille Servisair
Servisair