Travel Counsellors is investing £2 million in its first TV, print and digital advertising campaign.
The home-based agency, which has 850 Travel Counsellors in the UK, is hoping the campaign will raise brand awareness and allow agents to grow their businesses further.
The ad first airs tonight in the commercial break during Coronation Street and will continue to be shown on ITV1 at primetime slots for the next three weeks. [You can watch the advert now on Youtube.]
It features a series of inspirational travel clips based on a real-life customer, highlighting how each Travel Counsellor gets to know their customers in order to create the best recommendation.
The TV campaign will run alongside a series of print adverts which will run for two weeks, and a digital media campaign which will last up to six weeks.
All three elements will direct customers to find their own Travel Counsellor on the company’s website. To accommodate the expected spike in people visiting the website, the company has introduced new content and new functions such as live chat.
Steve Byrne, managing director of Travel Counsellors, said: “As a company we already have a proven business model and reputation for personal service and building relationships, and the campaign gives us the opportunity to help our agents grow their businesses by making more people aware of who we are and what we do.
“The campaign is based on robust customer research and is targeted at audiences that will value the service and expertise our Travel Counsellors provide.
“We have the opportunity to position Travel Counsellors as the most respected and trusted brand name for bespoke, personalised travel needs, and the advert really captures the essence of this.”
Byrne said the campaign reflected a massive investment and that it wasn’t guaranteed that the company would run a similar campaign in the future.
He said the ads were timed to push bookings during what is usually a busy time for the business.