The Travel Network Group is to bring out two marketing campaigns side by side to boost long-haul and family bookings group-wide.
The agency group, which includes TTA, Worldchoice and Independent Travel Experts, is launching product-led campaign See For Yourself to inspire consumers to book far flung destinations next summer, winter and in 2018, and family-focused, price-led campaign Hello Holiday, to push summer 2017 bookings.
Both campaigns go live on October 17, with the group reporting the highest take-up of members, 68%, running the campaigns for three years
Marketing director Si Morris-Green said the campaigns included point-of-sale posters for travel agency windows as well as videos to use on social media
“See For Yourself is a cutting edge campaign across all channels with imagery that speaks for itself. We want to encourage members to use it on social media, upload videos and put posters in their windows. It’s all long haul destinations,” he said.
The Hello Holiday campaign can be personalised by members to add their own messages and agency names. It focuses on beach and family destinations and will include price-led messages such as free child places and low deposits.
Morris-Green added: “Agents can own this campaign in their own right and get bookings off the back of it. Key message is to get bookings for 2017.”
Morris-Green added that the group was seeing bookings coming in for as far ahead as 2018 as a result of holidaymakers not getting the holidays they wanted this year because of tight capacity in Spain and higher prices.
“The booking curve has changed slightly with the situation in Europe because consumers didn’t get the holiday they wanted this year and will now book up earlier. Our members are now taking bookings for 2018,” he said.