The consortium’s Turn of Year marketing campaign will launch on January 2, encouraging clients to “tap into our world of personal holiday planning”. It is designed to champion agents’ knowledge and expertise to generate awareness and bookings.
Marketing manager Carolyn Hardy said: “With domestic and global politics so clearly impacting on consumer confidence, customers need reassurance that their holidays are safe and secure. It has therefore never been more relevant for members to highlight the many advantages of booking with them.
Advantage will also produce a 24-page magazine designed to inspire clients and position members as their clients’ personal holiday planners. The magazine will be mailed out to 35,000 households and personalised at branch level to attract footfall into members’ shops. This will be followed up by an email that directs customers to their local agent’s website. Holiday offer booklets, also personalised at branch level, will be distributed to 700,000 households nationwide.
On the digital side, dedicated landing pages highlighting offers will be made available for members with white-label websites plus banners and jpeg images for social media use.
John Sullivan, Advantage’s head of commercial, added: “Turn of Year is a key selling period for our members, with customers looking for inspiration, originality and a personally tailored approach to booking their holidays.
"This is a great opportunity for members in conjunction with our key leisure partners to position themselves at the forefront of the customer planning process, maximise commercial opportunities and deliver the highly personalised customer service for which they are renowned.”
