A MONTHLY newspaper detailing special offers has been launched by Airtours to offset the spiralling cost of brochures and increase distribution.
Although the publication, called Airtours Sun, is not designed to replace brochures, the operator said it will ensure a continuous supply of product when brochures run out. The paper has a print run of 350,000 copies and will be distributed through 4,500 agents.
Airtours sales, marketing and development director Ed Sims said: “Because of the prohibitive cost of brochures operators are tending to refine rather than broaden their distribution. We want to broaden it with this venture.
He added: “We can produce these newspapers quickly and cheaply and when expensive and inflexible brochures run out agents we will continue to have a supply ofproduct.”
Sims added that fluid pricing has been a factor as brochure prices are now almost redundant.
“It is confusing for the customer,” he said. “The newspaper details the available savings. Prices are available from the travel agent.”
Sims declined to reveal target conversion rates although it will be well below that of brochures.
He also denied customers will treat it as a throw-away free newspaper.
Along with discounted holidays Airtours Sun will carry stories from overseas staff and a chance for customers to nominate an agent for a free educational.
“Travel Weekly is the first to say marketeers are dull and boring. Well this is something different,” Sims added.