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National drive unveiled for Advantage business agents
Advantage Travel Centres has announced plans to shed the “dull and boring” image of corporate travel as it strives to become a national brand in the business arena.
Managing director John McEwan said it wants to create an “identity and personality” for the division through a high-profile marketing campaign.
“We want to take the corporate out of travel,” McEwan told delegates at the consortium’s business travel conference in Munich.
“It has an image that is dull and boring and of people in dark suits. We want to create an identity and personality that will reassure clients that they are not just another business account.”
At the core of the plans will be a marketing campaign, due to start in January, featuring cartoon-style characters. After employing as advertising agency three months ago, a series of ads have been designed emphasising the personal service which can be expected of Advantage agents. It is aimed directly at the traveller, the company PA who makes travel arrangements and to company financial directors.
“We wanted a campaign with a non-corporate feel but without losing the professionalism,” said McEwan. “We needed to stand out from the crowd.”
He said the Advantage brand will be promoted as a national identity for the business division but that individual brands will provide the local touch.
“We want to generate national brand awareness through Advantage which will help the member establish himself locally.”
In addition to the national ad campaign, the consortium will carry out direct mailshots in the next couple of months, launch a website and have a major presence at the Business Travel Show in London early in 2006.
During a promotional period in the campaign, Advantage will also offer a free audit for interested companies.
Report by Steve Jones
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