The Travel Network Group has announced its ‘Peaks’ campaign which will launch to members 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 including: Midlands and the North, Wales and South West, The South East, Scotland and Northern Ireland.
Last month, The Travel Network Group announced that it would be regionalising its future marketing, making its campaigns and promotions in 2015 more personal to where members are operating from. The new ‘Your Story’ campaign will be the first of its kind offering regional marketing materials and flying options from regional airports.
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 campaign will be all encompassing and draw in members, business partners, consumers and the team within The Travel Network Group. #Yourstory will feature across all of the group’s social media channels encouraging everyone to use #Yourstory to describe a booking or tell their holiday story.
Prentice said: "We want as many people as possible to tell us about a travel experience that has inspired them. It could be a holiday they’ve found relaxing or adventurous or a cultural exchange through travel. The campaign will also give our members a way to communicate with their customers after the booking.”
Designed by the group’s in-house team, the campaign’s creative encompasses High Street marketing, direct mail, digital media, social media, Worldchoice TV, e-marketing and local marketing.
New tactical sales banners are also an addition for the campaign, whereby every month members will receive flash banners from selected tour operators, allowing them to benefit from special offers and promotions.