Advantage Travel Partnership unveils turn-of-year peaks campaign

Advantage Travel Partnership has unveiled its turn-of-year peaks campaign to “support and help members maximise sales” during the key selling period.

The consortium said it worked in close collaboration with its members in the creation of the digital-first initiative – called Holiday Dreams. Made Simple. – to ensure it “reflects exactly what agents want”.

It added the campaign will deliver “aspirational content that instantly evokes the holiday feeling”, with concise written material and bold destination imagery designed to capture customers’ imaginations. 

Marketing director David Forder said: “From talking to our members, we identified that they wanted marketing materials that achieve two clear objectives: make customers feel something, and make it easy for them to say yes.

“Holiday Dreams. Made Simple. does exactly that as it puts the emotion and the experience front and centre, backed by the expertise and reassurance of booking with an independent travel agent.”    

Advantage members will be able to choose between “two distinct creative routes”, both aligned to the same core idea but tailored to different customer demographics and brand personalities.

All static assets can be personalised with members’ own logos, colours and imagery, while in-store point-of-sale and Advantage TV Network content will aim for the campaign to feel joined-up across all customer touchpoints. 

In response to members’ feedback, the peaks package includes a suite of interactive social reels built around destination visuals and sharable concepts, plus additional video content provided by key supplier partners.

A series of B2C emails will be distributed throughout January and February which will also include dedicated cruise information to support cruise sales. 

Forder added: “Video and interactive content were high on the wish list as those members running independent agencies do not always have time to storyboard reels or commission videos.

“Therefore, we have done the heavy lifting so our members can stay focused on driving sales, converting enquiries, while still showing up in customers’ feeds with confident, on-brand content.” 

Advantage will also host a three-part webinar series, the first of which took place on December 10. The second, ‘A deeper dive into personalising and deploying assets’ will be held on December 16, before a commercial session on January 7 highlighting key supplier partners and their peaks offers.  

The campaign also introduces new gamified learning for members, with short games in January and February to help agents learn key facts about supplier partners and prizes on offer to drive engagement. 

 “This campaign is a clear signal of what Advantage is all about,” added Forder. “We listen, we involve our members in the process, and we deliver marketing support that is practical, profitable and built around the reality of running an independent travel agency.”