News

LIBRA Holidays plans more aggressive tactics to increase early bookings following a £2 million loan from sister company Excel Aviation.

Sales and marketing director Paul Riches said: “We will be considering other plans and aggressive tactics which we may not have otherwise

adopted at this time. It will allow us to be more aggressive and work on marketing and advertising plans to encourage people to book.”

Riches said Libra’s campaign to drive more early sales had been largely successful until the fall-off in bookings during January and February.

“We have been successful on a cumulative basis but the past month or so has been tough.”

Libra is expected to raise about £25 million from selling a quarter of its 81% stake in the airline, but needs the loan to drive its marketing campaign while it awaits the funds.

The operator is also introducing £50 discounts for the peak season, more aggressive May and June prices, and a lottery for agents to win £1,000 a week.

The moves come as summer 2003 bookings stall, with holidaymakers waiting to see what happens in Iraq.