Troubled MyTravel is planning to steal a march on its rivals by launching a discount campaign before Christmas.
The operator will use its 700 retail outlets to push the message that summer 2003 holidays are ‘55% cheaper than last year.’
MyTravel has switched to a policy of offering lower prices in its brochures, as opposed to the traditional tactic of inflating prices and then offering a big discount in travel agencies.
Posters will advertise the holidays in Going Places from December 7-20 and then luminous window displays will continue the message over the Christmas period.
Rivals are expected to launch their summer 2003 campaigns on December 27.
