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NYS Corporate repositioned as specialist brand of Capita Travel and Events

NYS Corporate has rebranded as NYS with the launch of a new website, logo and overall identity.

The York-based firm has been repositioned as the specialist meetings and events brand of Capita Travel and Events.

Marketing director Neal Poole told M&IT: “We wanted to retain that brand equity that NYS has built up over the years, but we also recognised that we needed to refresh it. We’ll still have the NYS brand for people that want a more specialised and personalised service.”

NYS Corporate was acquired by Capita Travel and Events in May 2017. The shift in focus comes as products, services and propositions offered to customers under the existing NYS brand has over time been changing, and adopting a more specific and specialist appeal in the meetings and event management sectors.

“We are repositioning our NYS brand as a specialist service brand of Capita Travel and Events to create a meaningful attraction to organisations who are looking to make conscious decisions between working with a specialist, vs a generalist TMC,” Poole added.

“This will enable our different brands to appeal to organisations looking for specialist venue-find, meetings and event management services, whilst continuing to provide access to a wide range of products, services, propositions and market-leading technology, offered by the wider Capita Travel and Events organisation. The extensive knowledge, expertise and experience of our people remains the same, and our customers will continue to receive the exceptional level of personal and specialist service they receive today.”

The word corporate has been removed from the firm’s identity and it will now be referred to simply as NYS, or NYS Group. As well as the new website, NYS logo and overall identity, the firm’s proprietary online technology, Meetingspro will have a new look. All email addresses and all contact information will stay the same.

The new NYS Group website is now live.