| Journal: TWUK | Section: |
| Title: | Issue Date: 30/10/00 |
| Author: | Page Number: 4 |
| Copyright: Other |
Operatordelays launchof programme
JMC will save up to £300,000 after delaying the launch if its core winter sun brochure until the new year.
The operator said printing even a preview brochure so early was a waste of time and money.
Product director Alan MacLean said: “We don’t believe there is any advantage to be gained by launching the main programme before Christmas. Some of our competitors may have issued brochures but we don’t believe we willlose out.
“Demand for the prime winter sun destinations always exceeds supply, so beds and seats on aircraft will sell whenever you launch.”
Although product will be available on viewdata if there is demand, MacLean said the delay will save thousands of pounds on the cost of producing and distributing a brochure.
“It is a very expensive marketing tool,” he said. “We believe that producing 200,000 to 300,000 brochures at between 60p and £1 does not make economical sense.”
Cosmos has also resisted launching its core winter programme.
Sales and marketing director Paul Riches said there was no commercial benefit in producing a brochure.
“We know we have the full support of our retail partners when we say this,” he added.
Cosmos will launch its full programme on January 4.