With a live date of December 28, the campaign will focus on three main areas: Closer than you think – experiential, long-haul, tour and cruise; Capture the moment – family and mass market; and Escape the reality – social media largely for homeworkers.
The theme of each campaign has been designed to be emotive and drive consumers into stores and online.
Marketing materials include in-store and high street marketing; in-store point-of-sale materials and digital marketing tools such as campaign videos; social media and online marketing banners; digital postcards and point-of-sale for social media adverts.
For the first time the group has also allocated its homeworkers a social media budget to use as they wish and has provided digital adverts, where members will feature in their own video adverts.
S i Morris-Green, group marketing director, The Travel Network Group, said: “Our Peaks campaign for 2017 fully supports our strategy of helping Members get the most out of their marketing efforts, by giving them the tools and materials for them to make a big impact locally.
“For the first time ever we have provided digital adverts as part of the campaign where our members will feature in their own video adverts to their customers.”
He added that the group has also developed a direct mail campaign with retailer House of Fraser which will drop on December 28.
Morris-Green continued: “Our new marketing offering is geared up to offer so much more video content, heavily personalised to members, so they can benefit from this advancing technological era we are all living in.
“Research shows that consumers are spending more time on devices with more of a focus and passion for online video than ever.
“That’s why we are including video across all 2017 marketing campaigns and, as part of our new digitalisation strategy, our peaks campaigns will have something to offer everyone, whilst at the same time using our new technology to bring products to life.”
