The first standalone Beaches & Islands brochure issued by dnata Travel Group’s trade-only Pure Luxury brand is being promoted with a six week campaign from today (Wednesday).
The 164-page publication features 110 hotels and resorts and eight Arabian and Far East excursions.
A booking incentive enables agents to win seven nights in Mauritius, including return flights with Emirates and transfers, for two people.
More than 200 agents have received campaign launch packs including copies of the brochure, a guide and cover letter, and details of the prize draw for bookings made by May 14.
Agents can also win White Company home scenting sets via a competition being run throughout the promotional period on the Pure Luxury Facebook page.
Pure Luxury will focus on 40 properties across the seven regions featured in the brochure with campaign assets available in window poster and social media formats for agents to use.
A full e-shot, social media promotion and trade media promotion programme will run alongside a Beaches & Islands microsite.
Sarah Lancashire, dnata Travel Group B2B marketing director, said: “This is the first time that we have taken a thematic route for a Pure Luxury brochure or campaign, but choosing the theme of Beaches & Islands means we can fully showcase the wide scope of resorts and destinations that Pure Luxury sells, and the unbeatable expertise of our Luxury Travel Ambassadors.
“Whether it’s the new Atlantis The Royal in Dubai, or our campaign incentive partner LUX* Grand Baie in Mauritius, this brochure covers all the bases, and we’re confident it will inspire and excite agents and their customers.”
She added: “Pure Luxury bookings since the turn of the year are nearly 15% up on the same period in 2022, with Dubai, the Maldives and Barbados the most popular destinations.
“Average booking value is also almost a fifth higher year-on-year, and the brand has taken two of dnata Travel Group B2B’s biggest ever bookings in the last six months. We’re looking forward to this campaign and brochure building further on that momentum in the weeks ahead.”