The Travel Network Group doubles marketing spend following Thomas Cook collapse

Investment has more than doubled by the Travel Network Group over the three months since the collapse of Thomas Cook to reassure customers of the consortium’s financial stability.

The group introduced a “Trust Us’ message in the immediate aftermath of the travel giant’s failure in September and followed that up with a “Love Travel’ tagline to help stimulate business.

The latest ‘Create your Moment’ campaign, being introduced for the crucial peaks period, focuses on igniting a love for travel through destination and lifestyle imagery.

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TTNG’s Escape magazine will appear with a point of sale window images ready for Boxing Day.

Holidays under £1,500 will be promoted, including beach escapes, long haul getaways, touring holidays and ocean cruises.

James Neal, the group’s newest marketing recruit, will work with members on a one-to-one basis during January and February.

TTNG chief executive Gary Lewis said: “The thinking behind the ‘Trust Us’ campaign was to give our members collateral that really positioned them as a trusted voice of their local community and in their online space. It also incorporated a ‘Why Book with Us’ message, which was combined with a quick-to-market set of offers.

“A video, together with a host of other social media creatives were also provided giving members the opportunity to give a proactive message in their communities and start a conversation.”

He added: “The campaign theme, ‘Create your Moment’, centres around on how everyone has their own idea of a perfect holiday.

“Whether it’s visiting one of the natural wonders of the world, enjoying the delights of a river cruise or simply spending time away with the family.

“We’ve tried to encapsulate all types of travel with imagery that will reach a wide range of demographics and the target audiences of our members.

“James will be on the road throughout December, January and February sharing his experience and expertise with members.

“We also have a high-performance marketing team lead by Ross East who will continue to work hard to support members during what we hope will be a really busy period for industry.”

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