| Journal: TWUK | Section: |
| Title: | Issue Date: 07/08/00 |
| Author: | Page Number: 62 |
| Copyright: Other |
Is Trigger’s statement mission impossible?
New Association of Independent Tour Operators chairman Colin Trigger is nothing if not ambitious.He rightly says there are challenges ahead and confidently claims that his team is one to be proud of and will achieve results.
But while his plans are commendable, Cutting Edge suggests he has a rethink on the mission statement.
Most companies go for an easy and catchy slogan which staff can relate to but Trigger seems to be going for a gobbledygook award with the following statement, which we quote: “(A) To develop the interesting but relatively unexploited relationship between the CARTA independent travel agents, and the as yet rather small number of AITO operators aligned with them.
“(B) To bring to a fruitful conclusion the ambitious so-called marketing plan which, by embracing rebranding, a different distribution of a new-style directory (of members’ products, but retitled), a totally revamped Web site of use to members and consumers alike and finally, a database of consumers known to appreciate the type of holiday that AITO members produce with possibly eventual consumer loyalty characteristics, will all help to change the original role of AITO and make it far more productive, to the benefit of all members. Financially.”
Are you still with us readers?Trigger admits:”It’s not a mouthful, it’s several mouthfuls but you’ve got to aim high. Remember, it’s a three-year plan and we will get there.”
Meanwhile, the next task, dubbed Project Bravo, is to come up with a new brand for AITO. Let’s just hope it’s a bit snappier than the mission statement.
Trigger: surely having a laugh with the mission statement?