Triton Holidays is launching its price-based marketing campaign tomorrow with a feature in The Sun.

The consortium tour operator is targeting the consumer with the message it can beat traditional tour operators’ prices by up to 10%, even during school holidays when it claims traditional operators increase prices by as much as 20%.

Triton director John McEwan said: “We’re more of a virtual tour operator as we don’t have the bricks and mortar to upkeep.”

He added the operator will supply consumers with the same or similar holidays at the discounted price through its Triton Search facility and if it cannot dynamically package one itself, it will offer one supplied by its partner operators.

Tomorrow’s launch will be the beginning of a campaign focused on both national and regional press and may include radio and television advertising. Directors are keeping tight-lipped about how much will be spent or how long the campaign will run.