Advantage Travel Partnerships has launched a new marketing campaign to help members keep travel front of mind with clients.
The new initiative also includes a survey to determine consumer sentiment and intentions around future travel once restrictions and bans are lifted.
The campaign titled #BucketListReboot will be rolled out in stages, with the first phase including interactive family content and the survey which has been called ‘Go or stay – have your say’.
David Forder, head of marketing at Advantage, said the results from the survey would help equip members with the insight they need to shape their businesses for the future.
Speaking on a Travel Weekly webcast, Forder said the poll would ask consumers key questions about their sentiments towards travel for this year and next. It will ask whether they want to travel as soon as lockdown ends, whether their budgets will change and if they do travel whether they are inclined to stay in the UK or only travel shorthaul.
He said: “When collated, this data can be shared with our members or in the wider industry but we really want our members to get behind this poll as it will help focus some of our marketing campaigns further down the line.”
Forder explained the new campaign wouldn’t be offer-led but would instead be purely about engaging and interacting with customers to “get people thinking about their holidays again” and to tell them not to “give up the dream” of travelling again. He said it was “vitally important: to members to remain in contact with all clients during this time, and not just those with existing bookings affected by coronavirus.
He added: “We are hoping to pull the whole industry together and curate content which creates a big voice in the public domain that [shows] that people should start thinking about their travel plans – not necessarily to book, but to at least start thinking about travel.”
The family content of the #BucketListReboot is aimed at families juggling working from home and home-schooling duties. Advantage has created educational and fun content for members to send to their clients including colouring in sheets of destinations, landmarks and animals, as well as puzzles.
It is also hoped that members will benefit from user generated content, with clients being asked to post a video of their children describing their dream holidays.
All content created will be curated through the @KeepTheWorldTravelling Instagram page to grow awareness about the benefits of booking through an independent agent.
Further content will include the creation of Zoom backgrounds for members keeping in contact with clients over the video service, an infographic highlighting the ‘day in the life of a refund’ to explain the process, as well as a partner marketing resource hub with supplier content.