If Only resets for March peaks push

The operator has partnered with 16 hotels and resorts to provide agents new offers and marketing materials after postponing its traditional January and February peaks activity due to the pandemic.

Partners include One&Only, Dreams, Sun Siyam, Heritance, Adaaran, Centara, Constance, Ritz-Carlton and Unico, while destinations range from Dubai and Mexico to the Maldives and the Seychelles.

"[We are] delighted the campaign launch has coincided with the prime minister’s recent roadmap announcement, which has resulted in a sharp spike in bookings and enquiries throughout the industry," said the operator.

A new campaign hub will host new marketing materials, video assets and fact sheets, with downloadable offers available from the If Only website.

The operator’s blog, meanwhile, will carry a series of posts discussing some of the selling points unique to each of the featured resorts, and there will be daily offers and other shareable content made available through the If Only Facebook page.

If Only has also adapted its Wish You Were Here postcard campaign to suit the transition to homeworking necessitated by the pandemic.

Previously, the postcards were distributed to agents to hand out in store or at trade shows.

This year, the postcards feature inspiring artwork on one side and space on the other for agents to add their clients’ addresses to mail them out directly, as well as provide some personal resort recommendations.

Agents can request a pack of postcards by emailing marketing@ifonly.net with their home address.

There will be opportunities for agents to win one of 11 luxury stays, with £1,000 flight credit up for grabs to the top booker throughout the campaign.

Each booking with one of the campaign’s partner hotels and resorts, made between 1 March and 31 May, will automatically count as one entry into the the draw.

Bookings with premium campaign partners will earn agents five entries.

If only marketing manager Annika Rieley said she felt the operator’s decision to postpone its peaks activity owing to the uncertainty around travel in January would pay off.

"We’re now ready when agents need us most to help them drive enquiries and secure bookings," said Rieley.

"With more people now starting to think about future travel, we’re getting constant requests from our agent partners for engaging offers, video content and inspirational blog pieces to help capture that market interest and this is exactly what the campaign will offer."

Rieley said the campaign hub would ensure resources were always at agents’ fingertips, and stressed the postcard campaign was an opportunity to offer a much sought-after personal touch.

"These offer a really fabulous way to engage your customers on a personal level, with space to write your very own hotel recommendations, which you know will appeal to them," said Rieley.

"Given all we have experienced in the past year, I know the human touch has become all the more valuable, so don’t miss this opportunity to remind your customers why it’s always better to book with you, their local travel agent."