Former Group product and commercial director of Virgin Holidays, Wayne Perks, has been appointed as managing director of Teletext Holidays.
The firm, which is a trading name of Truly Travel, said Perks will lead its expansion plans as it prepares to launch a television advertising campaign.
Perks said “Having worked at Virgin Holidays in senior roles for the last 12 years, I understand the power of the brand.
“Teletext Holidays has a massively strong legacy brand with over 30% prompted awareness, but relatively low consideration because a lot of people simply do not realise it’s still going and relevant to them.
“Therefore, it’s an exciting project to steer the business through a period of expansion and reinvestment into both the brand, through TV advertising, and the customer experience by improving our products and services.”
Teletext non-executive chairman, Steve Endacott, added: ‘We’re delighted to have Wayne join the team; he brings with him a huge wealth of experience from across the travel sector, not least from working at a very strong brand in Virgin Holidays.
“The revitalisation of Teletext Holidays can continue at an even faster pace now we have Wayne in place to strengthen our executive team.’
In June Teletext will launch its first TV advertising campaign for five years, which will run until mid September.
New marketing director, Tom Sainsbury, who started in November 2014, has undertaken market research and developed a new strategic evolution of the brand, the firm said.
The strategy has been designed to “reconnect consumers with the brand” and a series of seasonal campaigns are planned.
The first this summer will push the tagline ‘Still doing it’. It has been created by TDG, with media planning by MNC and will launch in the first week of June.
Perks said: “The business has a deep heritage and nostalgia with ‘Generation Teletext’s’ psyche, and we wanted our campaign to build on this, hence the ‘We’re still doing it’ campaign.
“It’s cleverly brought to life the brands’ quirky characteristics and built on the cheeky perceptions people have of us that we really wanted to bring to the surface again, something we know consumers feel when they think of us”.
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