More than 500 members, more than half, have registered for marketing materials - the consortium’s highest opt in ever. Resources include 300 videos personalised for members.
Group marketing director Si Morris-Green said the campaign was designed to encourage clients to start thinking early about their next holiday.
It features bright, colourful lifestyle imagery across all sectors from short-haul family getaways to long-haul and luxury.
Members can take advantage of social media, online, direct mail, e-marketing and in-store resources to drive the campaign on the high street and online.
“The skills and experience of travel agents continues to be highly valued by consumers,” said Morris-Green.
“Our job is to help our members maximise their efforts attracting consumers into their retail stores and online, which we believe we are doing though this new campaign and our plans for peaks.”
Morris-Green said the campaign would further benefit from there being no substantial evidence from members consumers were changing their spending and booking habits, with many members reporting “buoyant sales” for winter 2018 and summer 2019.
He added the campaign featured a double-sized window banner as well as a broader move away from bottom-line price led-messaging to savings and incentives, and incorporating brand messages from key business partners, suppliers and affiliates.
“We continually try to find different creative approaches to our campaigns and keep them new and exciting for members,” said Morris-Green.
“For this particular campaign, we have produced 300 videos that have been personalised for members to use in their local marketing and social media activities.”
Where Next? will run until the group launches it pre-Christmas peaks campaign.
