| Journal: TWUK | Section: |
| Title: | Issue Date: 30/04/01 |
| Author: | Page Number: 4 |
| Copyright: Other |
Operator adds properties and airports for the launch of its 2002 summer brochures. Steve Jones reports
On display:Wormwell, centre, promotes the brochures with product director Alan MacLean, left, and group product manager John Fair
MC has rebranded its budget operation amid fears it was becoming confused with the core summer sun programme.
After research among agents and customers, the operator has dropped the name JMC Essentials and rebranded it as Holiday Essentials.
The design has also been given an overhaul in a further move to distance the brochure from the mainstream product.
Group product manager John Fair said: “We want to establish a stand-alone budget programme with its own identity in the market rather than an economy version of JMC.”
The move will avoid further confusion among customers and agents who associate the JMC brand with certain elements of a package that are not included in Essentials.
“Transfers, pre-bookable seats and kids’ clubs are expected as part of the standard package with JMC and while they are available in Essentials, there is an extra charge,” he said. “The range of optional extras gives clients the flexibility to choose the elements of the holiday that suits their pocket.”
The operator is aiming to capture 25% of the estimated 700,000 budget holiday market with the new programme.
Fair said the research revealed that a number of customers are looking for a basic package of flight and accommodation together with an in-resort rep service.
Transfers will cost an additional £10 and kids’ clubs are available for £10 per child for one week. Airline seats are also pre-bookable for £7 per adult on short-haul routes and £14 long haul. Pre-bookable seats for children aged two to 12 are free. The programme includes two and three-star properties. A number of four-star hotels previously featured are now repositioned in the main summer sun brochure.
A total of 23 destinations are offered with a range of bed and breakfast, half and full-board and all-inclusive properties.