GOING
Places staff are being urged to look beyond the “traditional” lates
customer in its new lates campaign which is targeting increased third-party
sales.

The
campaign, which launches this weekend with national newspaper advertising and
includes shop window posters and direct mail-outs, encourages agents not just
to think of lates customers as those who book within two weeks of departure or
always buying on price.

MyTravel
research shows 17% of customers book within two weeks, while 31% book within
two to six months of departure. 

The
campaign uses a handwritten-style font to stand out from other advertising and
because customers respond better because offers look “last minute”.

At a series of UK roadshows agents are being told to push
products of partners Thomson and Thomas Cook and specialists in the campaign,
which offers to beat any late deal by £20.