Advantage launches confidence-boosting campaign

By Linsey McNeill
Home » Advantage launches confidence-boosting campaign

Advantage has launched a new campaign to give agents confidence to sell holidays and navigate the ever-changing travel restrictions.

It said recent booking data suggests there is increasing demand to travel this summer, especially among those who are fully vaccinated, but the continued changes to government restrictions is denting confidence to book.

In addition, it recognises that many travel agents haven’t travelled during the pandemic and their fear of having to cancel and rebook due to last-minute rule changes is having a real impact.

The new ‘Hello Suitcase’ campaign aims to reassure Advantage members that it is still possible to travel. It includes a toolkit, which includes video and images to share via the revived @keeptheworldtravelling Instagram page set up by Advantage last year.

It is encouraging agents and their clients to share their own videos and images that highlight the new travel experience on Instagram using the hashtag #HelloSuitcase, which will then be shared on the page.

Tour operator and airline partners are also being asked to post content to the page that highlights the flexible booking options available to consumers. Advantage has already received content from Polka Dot Travel to explain the process of travelling abroad. To support this social media activity, Advantage has created social media tiles and animated graphics using the new ‘Hello Suitcase’ campaign creative, and displaying confidence building messages. 

There will also be a ‘top tips’ for shooting, editing, and using video so that members can submit content to the page, but also have the confidence to use video content in the future for their own businesses.

The toolkit will include a series of promotional offers provided by Advantage’s suppliers for agents to use, which will be available through Advantage’s members Facebook Hot Offers Page.

The promotional trips will include 2021 departures and agents will be able to lift these and use on their own social channels. Advantage will also list suppliers’ flexible booking conditions on their members intranet so that agents have easy access when dealing with enquiries.

In addition, Advantage’s Business Development Team will be providing a series of webinars through the late summer and autumn to help members cope with the ever-changing travel rules and restrictions. It has also entered into a new partnership with business advisory group ReSolve to offer member owners advice around financial planning.

David Forder, Advantage Head of Marketing, said: “We hope that the range of resources that we have created will help to convey that message and support our members through this recovery phase.

“The feedback we’ve had from those who have travelled overseas have said that the once the process has been undertaken, it is much more straightforward than it may initially seem and we want people to be reacquainted with their suitcase again, pack for their holiday and get back to enjoying travel once again.”

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