During January 2018, Advantage will help members reach more than 750,000 new customers through a direct send out of an offer-led booklet. Households will be targeted to fit the profile of members most loyal customers. Additionally, personalised direct mail and email communications will be sent to members existing customers. The availability of new digital assets for use on social media, agency websites and SEM (Search Engine Marketing), will assist members in reaching a wider UK audience to drive online and in-store bookings.

This year’s Turn of Year campaign will retain a level of familiarity for members and customers alike, by continuing with the ‘Travel Yourself Happy’ tagline used in campaigns during 2017. Befitting of the post-festive break sales period, the creative leans toward an ‘offer’ led design to promote value and discount messages under the strapline ‘Sunshine Cravings, Holiday Savings’.

David Forder, Head of Marketing, Advantage Travel Partnership commented; “Following on from the successful offer-led direct marketing campaigns in 2017, the Turn of Year campaign will entice new and existing travellers to ‘Travel Yourself Happy’ in 2018. We hope to build on previous direct marketing achievements by engaging more consumers with the addition of digital, social media and content marketing assets. Furthermore, this year we will be arming our members with all the tools and guidance they might require implementing their own campaign, through video tutorials and ‘how to guides’ – we’re going all out to help our members maximise the busy booking period.”

Turn of Year assets available to Advantage members include: 

• Point of sale items including, window banners, door stickers, an A5 desktop calendar campaign insert and quotation/brochure stickers, helping bring the campaign to members agencies and drive footfall in store
• Digital assets include social media and different formats of website banners, an email newsletter and consumer blog content, plus landing pages for members who use Advantage’s white label website solution
• Maximising opportunities for driving website traffic from SEM including SEO and pay per click advertising
• PR toolkit for editorial promotion in region
• ‘How to guides’ and video tutorials:
• Learn how to create videos / animated images to maximise organic and paid search in social media advertising, plus how to place and boost targeted adverts

Advantage members will individually set the promotions available to their customers to ensure that each company can strategically complement their business model and objectives.