Gold Medal has revealed its biggest-ever September ‘mini peaks’ campaign, highlighting the expertise and knowledge of its staff.
Called The Experts’ Edit, it will run for six weeks, featuring exclusive offers and content for agents to use in their own campaigns.
Sarah Lancashire, marketing director for the trade-only tour operator Gold Medal and its specialist sister brands, said: “We are putting our people front and centre, showcasing their insider knowledge.
“They’re priceless for our business and that sets us apart…our expertise and strength in depth.”
Lancashire added: “The size of the campaign shows our belief in the buoyancy of the market.
“August is often seen as a soft month but we have seen the opposite with record weeks for cruise and our other brands.
“The travel industry will continue to be buoyant.”
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She said the group is working with more than 60 hotel partners, airlines and tourist boards on the campaign “to augment the level of expertise” among its destination managers and product managers.
The 500 top-selling agents will be sent a 64-page direct-mailer (pictured below) – the biggest ever – and it can be overbranded and shared digitally with customers.
There will also be 115 downloadable assets for social media and online posts, as well as a microsite for agents “to immerse themselves” in the hotels, offers and collateral, said Lancashire.
Fam trips opportunities will be featured, along with double Farebank Rewards for six weeks.
There are spa hamper prizes worth £100 for each of the brand’s 15 featured destinations and all bookings made between September 1 and October 16 will be automatically entered into a destination prize draw.
Furthermore, all bookings made during this period will be entered into the grand prize draw to win £1,000 Farebank Rewards, for agents to spend on their own Gold Medal holiday.
News of the mini peaks campaign comes after parent Gold Medal Travel Group revealed investment in its specialist brands – Cruise Plus, Pure Luxury and Incredible Journeys.
Lancashire said there will be other marketing pushes to promote Cruise Plus during the wave season and Pure Luxury in the peaks period, plus a launch drive for Incredible Journeys.
