Marketing materials for the new Be campaign, which will run until Boxing Day, are being sent out this week. It will centre on key themes including Be Romantic, Be Adventurous, Be Family, Be Luxurious and Be Together. For the Group’s Cruise Club members, there is also a tailored campaign, Be A Cruiser.
Group marketing director Si Morris-Green said: “This is the most ambitious campaign we have ever rolled out due to the fact that it cuts across so many different media.”
Following the collapse of Monarch, the group has also launched a consumer confidence marketing kit with the themes: Be protected, Be Covered, Be Assured, highlighting that all of the Group’s holidays are financially protected. Video clips, social media posts and point of sale are all branded with these key themes to reassure consumers.
Members will receive in-store point of sale materials, including window banners, video clips, social media banners and offer cards. Two competitions will also run alongside the campaign; a ‘Be Creative’ competition for members to enter, which will see the most creative agent winning a prize for activities that best support the campaign; plus a ‘Be a Winner’ competition for consumers.
Morris-Green added: “We feel it’s important to restore as much consumer confidence in the sector that we can. The campaign is heavily supported with the message that all of our holidays offer 100% financial protection and the importance of travelling on holidays that are Atol protected.”
He added: “Our members get an unrivalled service from us in terms of their marketing support and with four campaigns a year, plus all the other marketing support we offer, they tell us they are getting the best marketing support in the industry.”
