The Midcounties Co-operative will donate £1 per passenger for every package holiday booked to children’s charity Go Beyond.
Customers will be given the option to donate £1 for holiday bookings made with any of the third party travel companies that Midcounties agents sell.
The fund raising initiative will see donations come from the group’s Your Co-op Travel retail network, The Personal Travel Agents and Co-op Travel Consortium members.
Go Beyond, founded by teachers, John and Paula Vaughn, gives children and young people aged 8-15, who are facing serious challenges in their everyday lives, a chance for a break.
The breaks are a mix of residential stays and day visits in Cornwall and Derbyshire.
The partnership follows launch of the biggest marketing campaign by The Midcounties Co-operative’s Your Co-op Travel retail travel brand in April.
The Go Beyond partnership has been incorporated into the ‘Bringing Sunshine Back’ push through paid search, social media, PR, email, radio and outdoor advertising.
Branded artwork and leaflets, explaining the partnership, are being displayed in the 78 Your Co-op Travel and Carrick Travel branches from Nottinghamshire to Somerset.
Your Co-op Travel branch staff will have the opportunity to support the charity by using the volunteering hours allocated to them by Midcounties to help in one of the Go Beyond charity shops or on a break.
Your Co-op Travel’s branches will also have collection boxes for customers to deposit unused currency as an additional way for them to donate money.
The Midcounties Co-operative travel and leisure chief officer Sara Dunham said: “We’re thrilled to announce our partnership Go Beyond. The charity’s staff and committed volunteers give children and young people who have been bereaved, abused, or bullied, who are living in poverty or caring for loved ones, the chance to escape their worries and pressures.
“As a travel business, we know how important a change of scene and a break from the routine is for maintaining positive mental wellbeing, so for us to be able to support Go Beyond in providing getaways for young people, whose day-to-day lives are particularly challenging, is a real honour.
“We’re a co-operative society, so making a difference to our local communities is really important to us and to our members.
“We are extremely proud that our partnership with Go Beyond will have a positive and lasting impact on children and young people in the Midcounties region, specifically, and nationwide, through the charity’s work.”