Advantage is sending out Love Your Travel Agent promotional leaflets to 300,000 consumers and is to produce its own consumer magazine for the first time.
The leaflets are part of the consortium’s turn-of-year campaign and follow point-of-sale material already in travel agencies.
The new quarterly consumer magazine will be called Escape and the first issue will be sent out to 370,000 consumers in March.
Chief executive John McEwan said: “This is about brand building and is also a call to action to get recipients to contact their closest Advantage travel centre to access the deals.”
The consortium also plans to significantly boost its affinity business this year. Last year, advertisements with preferred partners through supermarket magazines, such as Sainsbury’s and Waitrose, targeted a readership of four million potential holidaymakers. “We want to target 10 million people this year,” he said.
About 75% of Advantage leisure members use the Advantage brand either as shop fascias or in store.
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