| Journal: TWUK | Section: |
| Title: | Issue Date: 30/10/00 |
| Author: | Page Number: 4 |
| Copyright: Other |
JMC rebrands Golden Circle after research
Operators have issued a range of winter 2001/02 brochures. Steve Jones reports
Tour operator JMC has rebranded its Golden Circle programme for the over-50s after customers felt it was too patronising.
Launching its 2001/02 winter programme, the operator said the new name, Forever Young, better reflects the attitudes of today’s older generation.
Product director Alan MacLean said: “Golden Circle never sat well with the positioning of JMC. But the grey market is very conservative so it was important not to change too much too soon.”
Research in the past two months revealed customers did not identify with the brand.
“They told us they felt patronised,” said MacLean.
“With Forever Young, we want to change the emphasis and the way it is marketed. We hope it will bring down the average age of holidaymakers from mid to late sixties to late fifties, earlysixties.”
Passenger growth of around 5,000 to 25,000 has been earmarked for 2001/02.
Although Gran Canaria and Lanzarote have been dropped, MacLean stressed most product has been retained.
“We featured mainly apartments on Gran Canaria and Lanzarote but the older market tends to prefer hotels,” said MacLean.
La Palma has been added along with seven new Hosted Hotels, taking the number to 21. Mystery tours are also new.
MacLean said the brochure itself will contain more information about properties and what to do, reflecting the results of the customer research.
“Today’s grey market is more adventurous and activity minded than they have ever been,” said MacLean.
The brochure also features long-stay holidays in Malta and Tenerife.
Prices lead in at £235 per person based on two sharing for seven nights’ full board at the Hotel Gala Placidia in Benidorm.
JMC has also launched its Goa, Kerala, Sri Lanka and Maldives winter brochure with prices up around 5% because of the increased cost of fuel.
New product includes new properties and tours in Kerala and wedding packages in Sri Lanka.
Old favourite:long-stay holidays are available in Malta, a popular destination with older clients
Brochure launches
Operator: JMC.
Brochures: Forever Young (formerly Golden Circle); Goa, Kerala, Sri Lanka and the Maldives. Both winter 2001/02 first editions.
Launch date: November 2.
Lead-in price: £235 per person based on two sharing for seven nights’ full board at the Hotel Gala Placidia in Benidorm – Forever Young.