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Q&A: Inghams marketing expert on refreshing a brand to target the right market

Inghams’ head of marketing on refreshing the operator’s Lakes & Mountains product to appeal to a younger demographic.

TRFBLI
Anne Williams, head of marketing at Inghams
Anne Williams, head of marketing at Inghams

How has Inghams’ brand ethos changed over the years?

While we’ve always put the customer at the heart of the brand, the customer’s needs have evolved, and we’ve had to adapt accordingly with a greater focus on digital marketing and more attention on activities and excursions available on our holidays.


Why have you decided to shake up your Lakes & Mountains product?

The programme wasn’t getting the same traction as it was previously, and there was concern the average age of clients was getting older.

 

Last year we conducted research among the over-50s to understand their motivations for travelling.

 

The results showed the market is increasingly active and keen on self-improvement, with 48% choosing independent walking as their preferred holiday activity.

 

We realised we needed to draw attention to the activities we offer to attract a younger audience.


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What does the new face of Lakes & Mountains look like?

We are moving away from being seen as just a destination specialist, repositioning ourselves as a special-interest operator that offers everything from food and wine holidays to self-guided tours.


How do you aim to market to a younger clientele?

We are changing the look and feel of the brand using fresh, modern, authentic and inspiring imagery that reflects the Instagram- friendly world we live in.


Our tone of voice has become more conversational, and we are also becoming more focused on our digital marketing offering.


What’s your message for agents?

Take a fresh look at Inghams, and add us to the consideration set when helping active and adventurous 50-somethings to find their perfect break.

 

Don’t write us off as simply lakes and mountains holidays for old people!

Inghams hopes to use fresh, modern, authentic and inspiring imagery
Inghams hopes to use fresh, modern, authentic and inspiring imagery

How are you working with the trade to promote your new messaging?

We have a new toolkit featuring our fresh new imagery and tone of voice including posters, window cards, digital banners and a new-look brochure portfolio being released in spring.

 

There’s also an updated agent portal, training and educational opportunities, as well as incentives and competitions coming soon.


What have you learnt in your job?

Instinct goes a long way, but always test and learn.


Where do you draw inspiration from as a marketer?

It’s so important to keep up with market trends. I monitor what’s trending on social, read market and industry research reports and learn from best-practice examples from other consumer brands.

 

I also take inspiration from our own customers and target market. I’m a big believer in asking customers what they want and then taking that onboard.

How has the climate changed for marketers since you first started out in your career?

The biggest change in my 20 years as a marketer has been digitalisation and the expectations of personalisation and immediacy.

 

While there will always be a need for creativity in marketing, it is now coupled with data and analytics to really understand the ROI on every pound.


What has been your career highlight?

To be performing at the top of my chosen field and balancing those demands with having a husband and two young kids.

 

Still in this day and age, so many talented women believe they have to choose between a career or a family.

 

It’s definitely not always easy, but a supportive employer that understands the importance of flexible working will get back value and commitment in abundance in exchange for this.

 

I’m fortunate to have found a business that genuinely supports this.


What’s next for Inghams?

We’ll be rolling out the repositioning across the whole Inghams portfolio including ski and Lapland.

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Inghams

 

Celebrating its 85th anniversary in 2019, Inghams offers a broad range of summer holidays in Austria, Switzerland, France, Italy, Germany, Norway and Slovenia.

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