Gold Medal to unveil US marketing campaign

Trade-only tour operator Gold Medal will launch a US-focused marketing campaign on Thursday (September 23) to capitalise on the reopening of US borders in November.

The company has already been promoting two 2021 offers to agents via social media and email – Christmas shopping in New York and seven days in Orlando – in response to the announcement from the White House on Monday about the end of the travel ban.

The marketing campaign will include a 22-page USA Inspire Travel magazine, featuring itineraries such as Route 66 self-drives, cruising in Alaska and popular holiday destinations from New York to Orlando – with prices for departure in December 2021 onwards.

It will be shared via email and the Gold Medal Facebook page for agents to use with their customers to help with planning and decision-making.

Gold Medal will also provide agents with a dedicated US social media content library, with itinerary suggestions, fun facts and videos.

Lisa McAuley, managing director, said: “Monday’s announcement was obviously very good news for us. Even though the USA remained one of our top sellers throughout the pandemic, the prospect of the borders reopening from November has given travellers the confidence to book sooner – and in many cases bring forward plans and look to travel in 2021.

“It’s been great to see our phones ringing and enquiries come in, and our teams at their busiest for a long time.

“Critical for us now is ensuring agents have the tools they need to inspire their customers and convert the increased interest into bookings.”

Gold Medal said enquiries and bookings for the US doubled overnight, following the announcement on Monday that the borders will reopen to travellers from the UK in November.

Overall, bookings for the US have accounted for more than 40% of those taken since Monday evening.

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