The campaign will encourage viewers to contact their local agent for more details. It will be followed by the launch of a group-wide agent incentive scheme launching in October, a series of agent panel events around the UK and a collection of brand new brochures.
The 30-second ad will run on ITV1, targeting viewers in London, the south-east and north-west, as well as across nine channels on the Sky Media network and digitally on ITV3. The advert debuts today (October 1) and will air throughout the month.
The ad incorporates the company’s tagline, “Experts in the Extraordinary” and will also be viewable on the brand’s website and across its social media channels, including YouTube.
“TV advertising is an exciting step forward for us,” said ITC Travel Group chief executive Mal Barritt. “The range of holidays sold by Inspiring Travel Company has greatly expanded since we integrated
Western & Oriental’s tailor-made product into the brand earlier this year. This is a chance for us to reinforce the diversity of our offering and expertise to existing clients as well as reaching new audiences.”
Lee Marshall, ITC Travel Group’s director of agency sales added: “We’ve seen strong agent trading over the summer, but we’re very aware just how hard we need to work to protect and grow agent business.
“This is the first time we’ve embarked on a campaign of this size and it’s only natural we want to use it to drive enquiries to our agent partners across the UK. Travel agents represent our past, present and future, so with our investment in the TV campaign, I hope this demonstrates our long-term commitment to building travel agent business with the Inspiring Travel Company.”