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Travel Network Group to launch peak booking campaign two weeks early
The Travel Network Group will launch its biggest ever peak booking campaign on December 22, two weeks earlier than in previous years.
The new campaign has the theme ‘Your Story Starts Here’, and features five regional variations for Midlands and the North, Wales and South West, The South East, Scotland and Northern Ireland.
Last month, the Group announced that it would be regionalising its future marketing, making its campaigns and promotions in 2015 more personal to members’ locations.
The new ‘Your Story’ campaign will be the first of its kind offering regional marketing materials and flying options from regional airports.
Designed by the Group’s in-house team, the campaign includes High Street marketing material, direct mail, digital media, social media, Worldchoice TV, e-marketing and local marketing.
Every month members will receive flash banners from selected tour operators, featuring special offers and promotions.
Group marketing director Si Prentice said: "We wanted something fresh and exciting for Summer 2015 holidays. The slogan, ‘Your Story Starts Here’ sums up new beginnings and new adventures and draws in the holidaymaker.
"The bright, energetic imagery of the campaign encapsulates the story of the customers’ holiday: the food, the culture, the local people and iconic sights.
"We believe what we are doing is new and different to other travel groups operating in the sector. Our regional marketing offering is what our members are telling us that they want, and the feedback has been overwhelmingly encouraging."
The hashtag Yourstory will feature across all of the Group’s social media channel. "We want as many people as possible to tell us about a travel experience that has inspired them," said Prentice. "It could be a holiday they’ve found relaxing or adventurous or a cultural exchange through travel. With these stories we will build a tapestry travel anecdotes."
He said the campaign would also give members a way to communicate with their customers after the booking.
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Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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