ADVANTAGE Travel Centres is highlighting its independence in a £4m advertising campaign – but is making no mention of its alliance with Airtours.
The consortium launched the first of its national press adverts at the weekend, focusing on choice, customer service, product knowledge and value for money. It will run for three weeks.
This will be followed by door drops to 6.5m households, directing customers back to franchised agents.
But the material contains no Airtours branding and makes no reference to the operator’s 15% stake in the consortium.
Commercial director Neil Armorgie defended the decision not to tell customers of the alliance. “As far as we were concerned it was not an issue,” he said. “The fact is that we have a wide choice of product and offer independent advice. Airtours product will be sold but only if it is right for the customer.”
Industry observers, however, believe that Advantage should have to make its tour operator-links clear. “They will directionally sell Airtours, not as much as Going Places, but they will still do it,” said one.
Armorgie said that the aim of the campaign is to increase sales and raise the profile of the Advantage branding.
“There is currently around 10% recognition on the high street but we would hope to see that rise to 30% fairly quickly,”he said.
After the initial run, the campaign will be stepped up again for the peak post-Christmas selling period.