Integrated video is being introduced as part of a summer late booking push by the Advantage Travel Partnership.

Editorial content on featured destinations will be brought to life through mobile and tablet devices with the use of QR codes.

Unveiling the ‘It’s All About You’ campaign, Advantage head of marketing David Forder said: “Cameras on the many of the latest mobile devices now automatically recognise QR codes making it simple to scan the printed mailer and launch a video to bring the destination to life.

“We are always looking for new ways to help our members better engage their customers and we believe this will do just that in what is a key booking period.”

More adventure and activity offers are featured as well as long-haul destinations to reflect customer demands and enquiries.

All members will be able to access the marketing collateral and business partner offers and incentives through a central online resource hub.

This includes includes:

  • 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

More than 100 members have also businesses have opted in to take part in the direct mailing with a 12-page booklet personalised to each business and customer.

This features members’ branding and contact details to prompt customers to book with their local travel agent and departures relating to their closest airport, including Belfast, Birmingham, Bristol, Cardiff, Edinburgh, Glasgow, Leeds Bradford, Gatwick, Heathrow, Luton, Stansted, Manchester and Newcastle.