Advantage Travel Partnership is creating a range of digital formats and content for members to use as part of their own turn-of-year peaks campaigns for the first time.
The travel agency consortium’s promotional campaign will feature the Travel Yourself Happy tag line used in 2017 and promote discount and value offers under the strap line ‘Sunshine Cravings, Holiday Savings’.
In addition to traditional point of sale window banners, door and brochure stickers stickers and an A5 desktop calendar campaign insert for Advantage travel agents, new centrally-created digital formats for members include website banners, an email newsletter, consumer blog content, landing pages for members using Advantage’s white label website and social media images and banners.
Advantage will post personalised offers-led booklets to more than 750,000 new potential customers on behalf of members. Each has a local member’s logo on it. It will also send out personalised direct mail and email communications to members’ existing customers.
Head of marketing David Forder said: “We hope to build on previous direct marketing achievements by engaging more consumers with the addition of digital, social media and content marketing assets.”
He added that the consortium would also be providing members with “all the tools and guidance” to implement their own campaigns, with ‘how to’ guides and video tutorials given to members for the first time.
These will show agents how to create videos or animated images to maximise organic and paid search in social media advertising; how to place targeted adverts and how to maximise website traffic through search engine optimisation and pay per click advertising.