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NTA Introduces New Brand; Changes Name to CrossSphere

November 29, 2004

NTA Introduces New Brand; Changes Name to CrossSphere
TORONTO — The National Tour Association introduced its new brand to the membership at its Annual Convention Nov. 13. The brand includes a name change, and the association is now known as CrossSphere, the global association for packaged travel.

The brand builds on the association’s more than 50-year history as the premier place to do business, as well as a community of members passionate about the growth and progression of their business, their association and their industry.

"CrossSphere is the opportunity for our members who have celebrated this association’s proud history, to make history," CrossSphere Chairman Mitchell Sussman, CTP, said. "It’s a reflection of our growing and diverse industry. By being a more inclusive association, we are achieving one of our fundamental goals, to maximize our members’ profitability."

The brand is the association’s latest effort to add value to its membership that represents 25 countries. As CrossSphere evolves with the trends of today’s packaged travel consumer, the association ensures it will continue to reflect its core values.

"We are building on our foundation of integrity, passion, caring and sense of family," CrossSphere President Hank Phillips, CTP, said. "We are very excited about the benefits of this branding platform, and at the same time, we want to reassure our members that we will continue to provide the advocacy, education and networking benefits that are at the heart of our association."

The association underwent a comprehensive branding initiative to meet the ever-changing needs of a growing and diverse global membership base. Yesawich, Pepperdine, Brown & Russell, an international branding, research and public relations firm based in Orlando, Fla., conducted member and industry professional interviews, leadership meetings to gather input and an assessment of NTA’s positioning in relation to other travel-related associations.

"A brand is so much more than just a name and a logo," said Bradley Nix, executive director of corporate and brand identity at YPB&R. "It is the result of strategic considerations about the association’s value and its culture. A strong brand enables you to differentiate yourself in the marketplace, while making certain the association remains relevant."

CrossSphere is an international community of nearly 4,000 travel professionals interested in the packaged industry. Promoting partnering and networking among its members, the association brings together those who package travel with suppliers and destinations who represent the various components of a trip. For more information, please visit

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