With the ongoing changes to travel restrictions, Advantage believes there is an opportunity for its travel agent members to attract new customers as well as support existing ones, by demonstrating their expertise in navigating the current complexities around travelling overseas.
The campaign will consist of both on- and offline activity with a big focus on "aspirational" content to help members engage customers and "inspire" them to book.
This includes customer magazines (print and digital), a point of sale pack, social media support, dedicated cruise content, ready to use blog/email content, digital assets and B2B activity such as how to guides and marketing tips.
The new Journeys consumer magazine will provide readers with content and articles, including topics such as the best destinations to visit in 2022 and sustainable travel.
Personalised printed copies of the magazine will be sent to over 150 member branches who have opted in to receive it.
In addition, a digital version will be available to all members, which will be emailed to customers on behalf of members who are part Advantage’s direct marketing programme.
To encourage agents to dress their stores for the January booking period, Advantage has created its largest ever point of sale pack, which contains a selection of banners covering different holiday types and destinations.
Advantage will also run a competition to encourage its members to dress their store for the turn of year booking period. Those who take part in the competition can win a luxury food hamper.
Advantage has also created a range of banners suitable for Facebook, Twitter, and Instagram to help promote holiday types and destinations with the "Holidays are sooo 2022" badge.
With the comeback of cruising predicted in 2022 and beyond, a new issue of Advantage’s Navigate customer magazine, which focuses on what’s popular for 2022 and 2023 in cruise holidays, will be offered to members.
A range of communications for travel agents focused on product knowledge, flexible policy updates and commercial terms will also be available.
David Forder, head of marketing at Advantage, said the need to book with a travel agent is "clear" due to the continued uncertainty around new variants and travel.
"We know holiday pricing will remain fluid for the time being, and customers may be more spontaneous with their booking decisions, so have worked closely with our supplier partners to focus more on engaging content than offers, and we’re hugely thankful to them for their substantial support to aid this campaign," he added.
