Advantage Travel Partnership has launched its turn-of-year Peaks campaign, called: ‘Holiday Dreams. Made Simple’.
The marketing team worked with agent members to design the campaign.
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.
“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.”
For the first time, Advantage members will be able to choose between two distinct creative designs, tailored to different customer demographics.
Member feedback also identified the need for more dynamic, social-ready content. In response, the Peaks package includes interactive social reels of destination visuals and sharable concepts, as well as additional video content provided by key supplier partners.
All static assets can be personalised with members’ own logos, colours and imagery.
A series of B2C emails will be distributed throughout January and February, which will also include dedicated cruise information to support specialist and mainstream cruise sales.
An 84-page consumer magazine, combining Advantage’s Journeys and cruise-focused Navigate publications will be combined into a single issue, mailed directly to customers and distributed in-store. There will also be a digital format which will be distributed via email. Every version will be personalised at branch level, featuring member branding and calls to action.
A series of webinars to help agents make the most of Peaks started on 10 December and Advantage is bringing out a series of short games in January and February to help agents quickly learn key facts about supplier partners, with prizes on offer to drive engagement.
David added: “Peaks can feel overwhelming, especially if you’re a smaller agency or just starting out.
“We want our members to show up like a national brand, without losing their own identity, therefore, we have built this complete toolkit which offers big creative ideas right down to day-to-day activity plans.”
