Viad Corp has introduced an umbrella brand, Pursuit, for its collection of attractions and experiences. The brand will support Viad’s strategy to grow its high-margin Travel & Recreation Group through Refresh, Build, Buy initiatives.
“We have successfully grown our portfolio to include seven world-class attractions that welcome over 2.2 million visitors annually and 15 distinctive lodging properties with over 1,400 rooms,” said Steve Moster, Viad president and CEO. “With locations that span Banff, Jasper, Waterton Lakes, Glacier, Denali and Kenai Fjords national parks and Vancouver, British Columbia, the creation of a unifying brand is a logical next step to facilitate guest interaction with us across all geographies.”
Since 2011, the company has expanded Pursuit through eight acquisitions, the construction of the Glacier Skywalk attraction in Jasper and major renovations to enhance the Banff Gondola.
“We have an extraordinary collection of assets and exceptional teams that bring them to life for our guests,” said Pursuit president David Barry. “Each of our experiences offers a uniquely authentic connection to its iconic location. The Pursuit brand brings them all together, defines our culture and our drive for excellence in guest service. It signifies our unification as one team with a common mission to connect our guests and our staff to iconic places through unforgettable, inspiring experiences that represent the best in experiential adventure travel.”
Further information about Pursuit is available by visiting www.pursuitcollection.com.