A large proportion of the Travel Network Group’s central marketing activities will be regionalised from next year.
Four regions have been created by the consortium: Scotland and Northern Ireland; the Midlands and the North; the South West and Wales; and the South East.
Campaigns, offers and promotions will be developed from January to add value to members in their local markets.
The regional approach will be extended to the group’s Discovery and Holiday Deals Magazines from January, with plans to introduce regional ‘online’ deals after that.
Group marketing director, Si Prentice, said: “Since we introduced the new marketing team and rolled out the growth strategy 18 months ago, we have not only seen a significant increase in the number of members using our marketing resources, but the feedback we are getting tells us that the changes we have made, and the direction we are taking, is of greater benefit to members in helping to further build their businesses.
“The next stage in the process is to evolve our marketing reach yet further and make our marketing initiatives, products and campaigns more relevant to members through a greater degree of personalisation and targeting. We believe we will achieve this by dividing the UK into four regions.”
The marketing team is in the process of having discussions with all the key regional airports and ports.
“We believe that by forging closer working relationships with the regional players in key parts of the UK we can make our high street and online marketing offering more relevant to members and their local market and, by doing so, generate more leads into Members’ businesses,” said Prentice.
“We have already established a marketing and membership steering group for this new direction and received valuable feedback from members across the UK. They are very supportive of this new direction.”