The Travel Network Group has unveiled a new marketing drive based on the word ‘hello’ in different languages.
The Q3 campaign comes as the consortium reports positive trading in June and July, as pent-up demand translates into late summer 2019 sales and forward bookings for 2020 are also ahead.
Introduced online and in stores last week, the marketing initiative was designed with input from agent members.
Lisa Henning, the group’s chief operating officer, said: “This campaign is all about embracing new cultures and reflects the feedback from members that they love the use of strong, bright colour as it helps them to create stand-out on the high street and online.
“They also love the fact that it showcases a range of destinations, including short and long-haul beach stays, city breaks, tours and cruises.
“We used our regional membership meetings to talk them through our campaign plans and they love the inclusion.”
Diane Coleman, owner of Tickets Travel and a member of Worldchoice, said: “The team here at Tickets Travel love the new Hello campaign; it looks amazing in our store and the first comment we received from a client was how happy the window made him feel.”
The consortium is supplying members with point-of-sale window materials; digital assets including social media offers and web banners; personalised videos; weekly e-marketing; mailers for new and existing customers; and SMS activity throughout the quarter.
There will be a new edition of the group’s Escape Magazine to coincide with the campaign, and it will highlight beach holidays, tours, cruises and UK breaks for the 2019 lates market.
Vim Vithaldas, chief commercial officer, said: “June and July have seen positive trading by our membership overall, driven by pent-up demand finally materialising into bookings for the summer.
“The mainstream lates market has continued to thrive over the past few weeks, providing a much-needed boost to the summer 19 season, with Turkey, Greece, Majorca and Tenerife being the popular destinations.
“Forward sales into summer 20 have steadied somewhat in the past month but year-to-date [sales] are still ahead compared to previous years.
“The long-haul market has been spread across different seasons with some operators focused on a last push for summer 19, but many have launched their summer 20 brochures with a focus on increasing their forward bookings.
“Our members have seen Australia and New Zealand proving to be popular long-haul destinations, while the US has remained a steady favourite among many holidaymakers.
“India is also proving popular in the escorted touring market and the cruising market continues to be buoyant with our members attracting many first-time cruisers.
“The Caribbean and the Med are the usual firm favourites.”
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