Advantage’s traditional peaks campaign has been adapted for 2021 with the creation of four “mini-campaigns” to give members “flexibility and freedom to promote offers and themed content” that works best for their businesses.

All four of the mini-campaigns will have a digital focus with “easily adaptable” and “highly shareable” elements that members can use to promote themselves and their offers.

David Forder, Advantage’s head of marketing, said: “The customer research we carried out this year indicated there was a renewed appetite from consumers to book with a travel agent, and the results demonstrated that this is due to the trust, expertise and personal service.

“During times of continued uncertainty, the Rise of the Travel Agent campaign will offer our members a wide range of content that will help them inspire, inform and reassure their customers, and demonstrate why there is no-one better to book a holiday with than a local independent travel agent.

“We are also really pleased with the support that has been shown from our tour operator and tourist board partners who are involved in the campaign.”

The mini-campaigns will include a range of promotional material, as well as Count on Us, an initiative designed to help agents to reassure customers and emphasise the trust and service offered by booking through an independent agency.

Say Hello Again To… will be a destination-focused campaign aimed at tapping into pent-up demand from travellers to return to familiar holiday hotspots. While Back on the Water will assist agents in giving customers the confidence to book cruise holidays again.