AIRTOURS
Holidays has launched a pre-Christmas campaign to steal the march on rivals and
force a change in consumer booking habits.
Third
edition summer 2003 brochures have come out a month early along with a poster
campaign in its own shop windows.
These advertise up to 55% price cuts in a
bid to “neutralise competitors’ discount messages”.
UK
distribution and charter tour operations managing director Steve Endacott
denied the offer was the same as traditional discounting but admitted prices
were “not lower” than second edition brochures.
He
said: “As a high street message, 55% off is stronger than saying ‘every
day low prices’.”