More than 500 Travel Network Group members have signed up for the consortium’s fourth and final marketing campaign of the year.
The figure represents over half of the overall membership and is the highest ever number opting into one of the group’s marketing campaigns.
The ‘Where Next?’ promotion runs until the group introduces it pre-Christmas peak booking period campaign.
A move away from price-led messaging to more generic savings and incentives is a key feature together with videos and a double-sized banner to make a greater impact in agency windows.
Group marketing director Si Morris-Green said there was no evidence of consumers being deterred from booking winter and summer 2019 travel with many members reporting buoyant sales.
He added: “This campaign has been designed to get consumers thinking about getting away from it all and where they should go next on holiday.
“It’s really encouraging to see that recent research published shows that UK consumers are determined to travel next year and that the skills and experience of travel agents continues to be highly valued by consumers, as highlighted by the recently published Mintel report.
“Our job is to help our members maximise their efforts in attracting consumers into their retail stores and online, which we believe we are doing though this new campaign and our plans for peaks.”
Discussing the autumn campaign, Morris-Green said: “The materials will feature bright and colourful lifestyle imagery, capturing all of the different holiday segments – from short-haul family holiday destinations to long-haul and luxury, and cut across all channels including social media, online, direct mail, e- marketing and in-store.
“We continually try to find different creative approaches to our campaigns and keep them new and exciting for members.
“For this particular campaign we have produced 300 videos that have been personalised for members to use in their local marketing and social media activities.”