Places staff are being urged to look beyond the “traditional” lates
customer in its new lates campaign which is targeting increased third-party
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.
research shows 17% of customers book within two weeks, while 31% book within
two to six months of departure.
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.
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