Clarity Travel Management will be based in Manchester and led by Pat McDonaugh, who was made chief executive in July last year alongside former Zibrant head of events Paul Casement, who was appointed to its executive board as sales director.
McDonagh said: "Clarity will have many similarities to the Co-op, we are a co-operative business at our core and will always be people focused. However, this is a great opportunity to do things differently.
"Heritage isn’t what wins you new business and makes clients want to work with you. It’s about having the best tech, the best pricing and the best people.
"We have invested heavily to improve our proposition and be the best at what we do in preparation for the launch of the new brand.
As part of the rebrand, an investment of £500,000 has been made to improve the agency’s technology and software.
In June last year, Middle Eastern-owned Mawasem Travel and Tourism acquired Clarity Travel Management, then Co-operative Travel Management, which was a joint venture between Thomas Cook, the Co-operative Group and Midlands Co-operative• For more breaking news and in-depth features, sign up to C&IT Magazine's daily Newstracker here comments powered by Disqus