The trade-only operator’s campaign – entitled The Experts’ Edit – will optimise its channels across a six-week period, spearheaded by a 64-page mini-brochure featuring 60 new offers.
An extended digital version – featuring an additional 40 offers – will also be sent direct to agents’ inboxes to view and download.
Also going live on Thursday (1 September) is an Experts’ Edit micro-site on Gold Medal’s website, featuring 16 destination hubs, more than 50 hotel partner landing pages and downloadable marketing content.
Alongside the micro-site, Expert Edit campaign e-shots, social media promotion and printed campaign point of sale materials are also available.
The campaign will also be the focus of Gold Medal’s trade partnership managers as they visit with the trade throughout September.
Sarah Lancashire, Gold Medal’s marketing director, said: "With so many positive indicators for us that demand for travel is continuing to improve, it feels right for us to make a bold statement with a truly 360- degree campaign that optimises all of our channels.
"We’re delighted to make the unrivalled expertise of our whole team the centrepiece of our efforts throughout September, and we are very confident that agents will love the knowledge they’ve shared."
The campaign will also feature a variety of incentives, including double Farebank Rewards for all package bookings made from 1 September for six weeks, and a destination prize draw for each of the 15 destinations showcased in the Experts’ Edit of a £100 Spa hamper from Neom.
A grand prize of £1,000 Farebank Rewards will also be gifted to a randomly selected agent who makes a booking between 1-16 October, to spend on their own Gold Medal holiday.
The campaign will also see Gold Medal unveil an evolution of its brand look and feel, with a simplified logo design and colour palette visible across all materials and channels.
