‘It’s time to join…The Great Escape’ is the turn of year peaks message to be adopted by members of the Advantage Travel Partnership.

Members of the consortium will be able to use centrally created direct, digital and print marketing assets designed to maximise engagement and sales opportunities.

Large scale direct marketing activity will spearhead the campaign and reach more than one million new and existing customers with personalised content.

Sophisticated data processing techniques have been employed to target the most responsive new customers based on current traveller booking trends, according to Advanatge.

The latest printing methods will enable the direct mail booklets to be personalised to members and individual customers including showcasing offer prices specific to the nearest airport or sea port.

Advantage members will be able to access the turn of year marketing collateral and Advantage’s business partners’ offers and incentives through one central online resource hub.

The hub, which will be accessible ahead of January, will include a series of tutorials and ‘How to’ guides for members to create their own tailored version of ‘The Great Escape’ campaign.

Head of marketing David Forder said: “For the first time ever in a turn of year campaign, we’ve also produced a series of animated digital images to use across social media and members websites highlighting a variety of holidays on offer, and together with the inspirational content we’ve written for our members to use, they will now be able to really engage and capture their customers attention online.”

He added: “‘It’s time to join…The Great Escape’ is a fun message that is aligned to peoples’ mindset of wanting to get away from their daily routine when the January blues usually kick in.

“It allows us to play a little with the creative delivery using emotive imagery that will really engage our members’ customers.

“Our peak season campaigns have always performed above industry standards, and we expect the January 2019 campaign to continue this trend.”

The Great Escape assets available to Advantage members include:
• Digital assets including social media and website animated banners, various other website and email banner formats, email newsletter and consumer blog content, plus landing pages for members who use Advantage’s white label website solution
• Point of sale items including window banners and in-store merchandise, helping bring the campaign to life in members agencies and drive footfall in store
• Personalised direct marketing booklets, targeting different customer segments to drive sales from new and existing customers
• Supplier offers and incentives to aid enquiry generation and conversions