The Advantage Travel Partnership has launched its Turn of Year campaign, aimed at driving consumer demand and bookings through an independent travel agent.
Titled ‘Value Packed’ the campaign puts a focus on the added value available at every stage of the booking journey and the service independent travel agents provide their customers. The campaign will run through to the end of February.
A key focus of the campaign is to support Advantage members with a wide range of aspirational content and marketing collateral to encourage bookings.
As part of this, the Journeys magazine returns with a special bumper issue, available in digital and agency overbranded printed versions for members to distribute to their customers. Advantage will also email personalised copies to members customers on their behalf. There will also be a full digital version of Advantage’s cruise focused consumer magazine, Navigate, promoting the cruise elements of the campaign.
A plethora of other marketing materials will also be available to members from digital assets that will enable members to create their own content under the campaign message and aspirational point of sale banners, to inspiring E-newsletters and Hot Offers emails featuring up to 10 holiday offers/promotional offers.
For the first time, Advantage is also running a retargeting campaign for members, contacting ‘lapsed’ customers who have not booked for some time by email. They will also be using their new omni- channel content distribution channel to make it easy to share offers and aspirational content across their members’ websites, social media pages and email.
An additional targeted social media led activation has also been created under the hashtag #ThatJustBookedFeeling. The activation and social posting, supported by a campaign theme branded Instagram filter, and ready-made shareable content for members to use, will use testimonial pictures and quotes from customers.
David Forder, Head of Marketing at The Advantage Travel Partnership, said: “2023 was a successful year for travel. What we saw was that regardless of cost, people still had the desire to get away.
“Our 2024 Turn of Year campaign focuses primarily on the everyday consumer and those looking to splash the cash while all underpinned by demonstrating that when booking with a travel agent value transcends service levels and that monetary value is given back to the consumer.”
Forder continued: “We will be using customer data to target activity and increase response rates and putting a focus on digital content creation and social media, as we know this channel in particular works well for many of our members.”