Further to the proposed demerger of Accor's Hotels and Prepaid Services businesses, Edenred changed its name to Edenred.
Operating in 40 countries, Edenred is the world leader on the market of prepaid service vouchers with its reference brands: Ticket Restaurant, Ticket Alimentation, Ticket CESU, Childcare Vouchers, Ticket Car, Ticket Clean Way, Ticket Compliments, Kadeos, etc. By providing solutions for fringe benefits packages, which improve the performance of organizations, Edenred's products make life easier in multiple ways. Every day, 33 million people use the solutions created by Edenred. Almost 500,000 customer companies from the private and public sectors benefit from its sense of innovation. More than 1.2 million service providers and traders are currently part of the company's network of affiliates. In 2009, Edenred generated a total issue volume of €12.4 billion, of which more than 50% in emerging markets.
A MEANINGFUL BRAND
"Edenred" expresses a powerful commitment to growth, as embodied in the company's Eden corporate project. "Eden" comes from the initials of the project's French slogan "Entreprendre Différemment Ensemble" (Moving Forward Differently Together). Launched in January 2010 and implemented by the Company's 6,000 employees, the project is underpinned by five core values: entrepreneurial spirit, innovation, performance, simplicity and spirit of cooperation. "Eden" also means "paradise" in 8 languages, reflecting the sense of well-being that Edenred's solutions instill in people and organizations. "Red" refers to the red ball that identifies the products successfully created by the Company for more than 50 years. It also means "network" in Spanish, signifying the ties among private and public sector customers, employees, affiliated partners and community.
The company's new logo includes several elements granting it a distinctive identity: the red ball, symbolizing the company's different products and services; the initial letter of the name, creating a sense of community; a sphere, denoting the company's global presence; and a square, whose contemporary design recalls the social networks of nowadays.
Because Edenred's products enable users to have lunch, buy gifts, pay for childcare services, manage their business expenses or take a vacation, the new brand selected a slogan which focuses on daily well-being and simplicity: "For an easier life".
"The new brand comes to confirm our spirit of innovation. For over 10 years, we have been the first to propose to Romanian employers solutions en première in order to support them within the process of retention and efficient motivation of their own employees, issues that are so important for any business, regardless of its size. The new brand challenges us to be even more modern in our way of thinking and acting and to continue with our tradition of being Number 1 on the market, in all respects.", declared Philippe Blecon, General Manager of Edenred Romania.
"The Edenred brand is people-focused, friendly, optimistic and innovative," added Eliane Rouyer-Chevalier, Edenred's Executive Vice President, Corporate and Financial Communications. "The new brand will project our image in all countries where we are and will be operating."
A WORLDWIDE LAUNCH
Implemented in 40 countries, the Edenred launch includes three major components:
- Special events. On Monday, June 7, the new brand was announced to the Company's 6,000 employees worldwide. On June 8, 40 giant red balls will serve as a background for the brand's unveiling to external audiences.
- An online and offline advertising campaign, with visuals presenting the red ball everywhere in the world. Targeting opinion leaders, the campaign uses teasers to reveal the new name and shows various situations in which Edenred comes in contact with its stakeholders.
- A marketing campaign that will support the special launch events, generating buzz for the new brand, on the Internet. On June 4, a special website www.enjoyredexperience.com was launched online, which geo-locates the position of the red balls. Since June 9, the site will post images and movies of Edenred events organized throughout the world. At the same time, social networks such as Facebook, Flickr, YouTube, Orkut will gradually and simultaneously present the new brand.
At the Annual and Extraordinary Meeting of Shareholders of June 29, the shareholders of Accor SA will vote on the proposed demerger. Listing Edenred on the stock exchange is scheduled for July 2, 2010 on the NYSE EuronextTM Paris stock exchange.
Edenred, the world leader in prepaid service vouchers, provides solutions that enhance personal well-being and improve the performances of organizations. Operating in 40 countries, with 6,000 employees, almost 500,000 private and public sector customers, 33 million users and 1.2 million affiliates, Edenred offers a wide range of products, grouped in two main categories:
- Benefits for employees and various communities by means of lunch vouchers (Ticket Restaurant, Ticket Alimentation) and improvement of the quality of life (Ticket CESU, Childcare Vouchers, etc.).
- Solutions for stimulating performance in expenses management (Ticket Car, etc.), incentives and rewards (Ticket Compliments, Kadeos, etc.), and new prepaid electronic products.
In 2009, Edenred generated a total issue volume of €12.4 billion, of which 50% came from emerging markets.
In Romania, for over 10 years, Edenred has been providing solutions for an easier life for 1,500,000 people, from its 35,000 customer companies.
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