The Travel Network Group is poised to make its television debut with a campaign it expects to drive business to Worldchoice members and business partners.
Two trial holiday programmes will run on shopping channel Ideal World TV, the first of which airs on November 14 at 8pm.
Cambridge-based Premier Travel will fulfil what it expects to be a significant spike in interest from the programmes, both of which will be repeated four times.
From January, Worldchoice will have a regular slot on the channel on which agents and suppliers will have an opportunity to appear.
The exclusive deal will be used to promote Worldchoice agents to the million viewers the channel claims it has every day.
Although Premier has been chosen as the call centre to take bookings as a direct result of the shows, The Travel Network Group expects its wider membership to also benefit.
“It’s all about creating some excitement on TV,” said group managing director Gary Lewis. “We need to control the spike from the live show, but traffic will be driven to the Worldchoice website.”
Currently, about 30% of Worldchoice members have signed up to work with the group website, meaning they are sent enquiries based on the location of the customer.
Lewis said a broad range of product would be showcased on Ideal World, but all holidays would offer some exclusivity. Some offers may be limited to instil a degree of urgency with customers.
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