Shearings Holidays has invested £400,000 in a new TV and press campaign to promote summer bookings on domestic breaks.

The company has launched its Great British Summer campaign to target consumers who are still to book their summer holiday. The campaign, which includes a new brochure, is designed to encourage customers to ‘fall in love with Britain again’.

Shearings Holidays general marketing and PR manager Peter Modral said the company had seen a 39% increase in new customers booking UK breaks, many of whom have booked through travel agents.

Head of sales and marketing Fiona Greenhalgh said: “This year the market is very different to last year and we’re finding that an increased number of holidaymakers are not only rediscovering what the UK has to offer, but also booking closer to departure dates.

“It’s important that agents are fully prepared for these changes, with up to date brochures supported by targeted marketing.”

The company is launching a trade incentive called Donkey Derby in which agents can earn high street vouchers. Agents can earn £1 per passenger booked and an extra £50 if they reach 100 passengers. The best overall agent will receive an extra £250.