TTNG’s “Enjoy Every Moment” initiative pairs lifestyle imagery with bold statements focusing on the most memorable moments of typical holidays, with family bookings in particular having been hit by ongoing market uncertainties, such as Brexit.
The consortium has created a new suite of marketing material for members, which include retail branding, magazines, direct mail and post code targeting.
Digital assets, meanwhile, include web banners, social media imagery and messaging, personalised video content, and weekly e-marketing content and webinars.
Lisa Henning, chief operating officer, said the campaign was designed to encourage bookings amid “uncertain” market conditions while demonstrating the value and expertise of independent agents.
“Our in-house marketing team has worked hard to develop a campaign that’s new and fresh and one that will inspire consumers about the feelings they experience whilst on holiday,” she said.
“We believe the impactful photography, and the moments portrayed in each image will pique the interest of consumers to pop into their local independent travel store, pick up the phone, or get in contact online to discuss their next holiday.
“With all the uncertainty in the market, we believe the independent travel agent is valued more than ever by consumers.
"Their depth of knowledge and commitment to providing the very best in customer service is exactly what consumers are looking for right now.”
Commenting on the market, Henning added: “Members have reported it’s been a challenging year so far, with the family sector particularly impacted, but stronger sales for long-haul and ex-Eurozone destinations are helping average values and bringing stronger margins providing some balance for agents.
“We are optimistic that with a fresh new campaign now in place and the delay in the Brexit process, members will start to see more customers looking to book their summer 2019 holidays after the Easter period.”
