OPERATORS are poised to launch promotional late
campaigns once England are knocked out of the World Cup.
Both Thomas Cook and Thomson have promotions based on
football themes such as ‘go for goal’, for disappointed customers ready to
console themselves by booking a holiday this summer.
Operators are expecting an upsurge in bookings once
England’s interest in the competition is ended.
Thomas Cook distribution managing director Andrew
Windsor said: “The posters are printed and ready to go, along the lines of
‘hard luck England’ and ‘go for goal’.
He admitted sales in the week of England’s match
against Argentina were “completely dead” as football fever swept the nation.
“If England get knocked out and the market doesn’t
pick up it will be a bit more of a concern, but I think it will,” said Windsor.
Meanwhile, Lunn Poly said it is ready to roll out a
World Cup-themed promotion, with newspaper advertising planned.
It is also continuing with its Great Escapes campaign.
The more aggressive late strategy will run alongside a foreign exchange
promotion.
TUI UK retail managing director John McEwan maintained
bookings had been steady, despite the football.
He said: “Bookings have been reasonable but there is a
lot of pent-up demand. We are ready to do quite a lot of advertising to say
‘hard luck’ in the latter part of June.”
Meanwhile, Cosmos was hoping England didn’t slip up
against Denmark on Saturday.
Managing director Terry
Williamson said: “I’d be prepared to lose bookings in June for the euphoria
that would follow us winning. People would be so happy they’d spend lots of
money on holidays.”