Gold Medal has pledged to “put the fun back into travel” with its peaks campaign, which will offer agents the chance to secure a place on a Dubai fam trip.
It is launching ‘the Golden Guest List’ incentive on December 1, in which agents can win one of 22 tickets for a “fun-filled” fam trip to Dubai in March.
Kerry Gallagher, marketing director at the B2B operator, said the peaks campaign was designed to “reconnect, re-engage and re-energise” agents.
“We have been connecting with agents throughout the pandemic but a lot have been on furlough and some homeworkers have taken on second jobs so we can reconnect with those,” she said.
“Re-engage is about how we can help and support agents and with ‘re-energise’, we want to put the fun back into travel – all the amazing stuff that we used to be known for.
“We want to bring all of that back and put a big smile on their faces as well as give them all the practical and tactical information.
“The trip in March will be about having an amazing time in Dubai. There will be a gala dinner, and visits to Expo 2020 and the new Dubai wheel, Ain Dubai.
“It will be an experience-filled trip.”
The airline partner for the trip is Dubai-based Emirates.
Gallager said five fam trip places will go top sellers, five will go on a random basis to those making eligible bookings and others by application or wild cards.
“It’s not just for those who book the most, it is a celebration of the support from agents,” she added.
“We will have a webinar on Tuesday (December 1) during which we will give away one place.”
The operator will hold its ‘Countdown to Christmas’ again, in the 13 days up to Christmas. Agents can answer festive questions posed on video by trade partnership managers to have a chance of winning prize.
The finale will feature the chance to win a place on the Golden Guest List.
The Gold Medal worldwide sale launches on January 4, along with a 40-page mini-brochure with 90-plus offers across the worldwide portfolio.
The “reconnecting” element has already begun with a ‘Let’s Lunch’ series of informal gatherings with key agents at Ivy restaurants in major cities.
One took place in Glasgow and there are four this week.
New managing director Simon Applebaum, who starts his role on today, will be attending the agents’ lunches.
And Ailsa Pollard, the recently-appointed UK & Europe chief executive of Gold Medal parent, dnata Travel Group, has been meeting trade partners during November.