Triton to launch price match campaign for holidays brand – 11 Jan 2007

The Triton Travel Group is to launch a price-led consumer press campaign to promote the Triton Holidays brand.

Triton director Andrew Botterill said the campaign, which will launch within the next 10 days, would focus on regional and national press and radio while TV and online advertising is also under consideration. Triton members will advertise the Triton Holidays brand in their shop windows.

The campaign will offer a price challenge, claiming the super-consortium’s members can use the Triton Search dynamic packaging system to either beat or match the big four’s package prices, particularly during school holidays. Triton announced in November 2006 that it would make the system free to Triton members.

Botterill would not say how much money has been allocated to the campaign, but said: “We’ve got to look at the options and the cost of the different channels, radio and television are not as expensive as they used to be provided you have the support of your members.”

He added the campaign would be backed by the launch of the first Triton Holidays brochure, which has been distributed this week and which offers packages, flights and accommodation-only for 2007.

Meanwhile, Botterill said the first Triton TV video-message, which went out between Christmas and New Year, had proved a success.

A separate video message was recorded for each of the group’s consortia by their respective heads, John McEwan, Colin Heal and Botterill. Members could watch the messages on their intranets or through Triton Search.

Botterill said: “They’ve been incredibly well-received, we’ve had better feedback from the videos than from the face to face regional meetings.”

Meanwhile, Colin Heal’s chairmanship of Triton has been extended a further year until June 2008. He will also stay on as chairman of Worldchoice for another year until June 2007, but will no longer continue as managing director. A new Worldchoice managing director will be appointed this summer.