The long awaited brand-strategy for Jetset Travelworld Group (JTG) has finally been revealed with a new brand, helloworld.

The announcement comes as the group signs with Orbitz Worldwide (OWW) to offer enhanced online booking functionality.

According to JTG, existing members and franchises will have the opportunity to adopt the new ‘contemporary’ brand, developed by Droga5, and create an extensive network of over 1000 travel agents.

“We believe that helloworld will change the way Australians choose to travel,” JTG CEO Rob Gurney said in a release on the ASX this morning.

Both corporate and leisure members can choose to work under a choice of three retail models – the helloworld fully branded model, the helloworld Associate membership model or the Affiliate network. In addition, existing brands can opt to continue to operate to their franchisees and membership agreements until the end of the agreement term.

Launched with a new streamlined and simplified incentive scheme, the Group will embark on an intensive process to engage current members and franchisees over the next two months, with the majority of transformation to be completed in 18 months.

As part of the transformation, Orbitz will power the helloworld online travel site, and will provide JTG with robust desktop booking functionality as well as industry-leading mobile capabilities for direct customer bookings. JTG and OWW have agreed to key commercial terms to provide JTG with a highly competitive online offering “which will directly benefit consumers through a combination of great online and full-service travel agencies under one umbrella”, OWW CEO, Barney Harford said.

JTG’s marketing spend will be consolidated to focus on helloworld, promoting to franchisees they will have a greater share of voice through streamlined advertising in partnership with suppliers.

The first helloworld stores and the online platform are expected to launch during the second quarter of the financial year ending 30 June 2014 – with the store fit out programme to continue throughout FY2014.

The model will also incorporate the development of “helloworld Holidays”, an in-house products range to coexist with current JTG wholesale brands, Qantas Holidays, Viva, Harvey’s Choice and Travel Indochina.

Investment in the business transformation will be funded from existing cash reserves and headroom in the Group’s debt facility arrangements.