TTA Membership

&

Making the Most of Marketing!

A Bit of Background...• TTA Worldchoice group is focussed on helping members grow their business in

2011. We have invested in an experienced marketing team to deliver strong

marketing campaigns that drive new customers to our members.

• Worldchoice members receive marketing material as part of their membership fee.

This material has also been available to a limited number of TTA members who

have ‘opted in’ to receive TTA branded marketing material.

• We are now in a position to offer our campaign material to all TTA members, and

are keen for you to get involved. Some of you, with marketing experience, may not

require all the material, others may really benefit from additional support.

• Our main objective is to help drive customers to members by using aspirational

imagery and demonstrating the breadth and range of Business Partners and some

great offers.

Why is Marketing so important...?• It is vital to understand that together with the commercial deals, marketing is key to success

in our business:

“Good marketing with effective use, helps drive customers through your door”

• Our marketing material has one objective – to drive new customers to you.

• Our marketing team produce marketing campaigns that work in every media which includes:

window banners, offer cards, mini-brochure, press ads, PR templates, on-line banners, direct

mail letter templates, brochure stickers, A-Frame posters.

• You can use this material to establish your business in a retail space, on the telephone or on-

line – anywhere your potential customers are.

• The material will also help to position your business as a destination for travel products in

your local area and promote that you are a TTA member and offer your customer ATOL

protection, where applicable.

Something for nothing...

• ...not in this world!

• There is no TTA Worldchoice central marketing budget – all our activity is funded

from the business partners that we work with.

• The model works like this: our business partners fund marketing activity, the

marketing activity helps to drive more customers to you, you sell more product and

earn more commission, the business partner sees an increase in sales volumes

and invests in more marketing activity...and so on.

• It’s a win/win situation – but please let there be no misunderstanding: if we cannot

demonstrate an increase in sales for our business partners we will fail to maximise

marketing funding in the future – which means are marketing options become

limited.

How much will it cost you?• For this „Love‟ campaign …..ABSOLUTLY NOTHING!!!! Simply fill in the attached

order form with your details and indicate whether you are retail (i.e. Retail

store/premises) or non retail member, send it back to us and we will send you your

pack!

Going forward….

• Annually we have 3 campaigns across the year and to help us deliver great

campaigns we work with experienced creative, media and research agencies.

• One of the benefits of being a TTA member is that you can utilise the work of creative

marketing agencies and great materials at a fraction of the cost price. For this

campaign the guide price would be £200 for those with a retail store and less for non-

retail.

• Before each campaign, we will send out a briefing pack containing details of all

materials for the campaign with the cost per member, so you have the opportunity to

receive the marketing support for your business.N.B (For future campaigns, payment will be invoiced on a campaign by campaign basis should you elect to take part).

Our Annual Marketing Plan• The current LOVE campaign fetaures in red!

Love...Campaign

December 2010 – April 2011

Background

• In September we launched the ‘Go...campaign’ with a new approach which was

well received by all of our Worldchoice members and the 20 TTA members who

‘opted in’.

• We are now launching the ‘Love...campaign’ in which we have refined and

developed our approach, plus we are incorporating support for you as a local

independent specialist travel provider and what that means to your customers.

• At this time of year there are a lot of consumer messages and clutter regarding

Christmas but it is a key time for selling travel. VAT is increasing in January and

there is continued uncertainty surrounding the economy.

• Consumers are changing their holiday booking and spending habits but will not

forsake their holiday altogether. They might book fewer holidays, spend less or

book later – but they will go on holiday!

Understanding the Challenge!

• We understand that everybody’s marketing needs can be different and we have

continued to work closely with all our members to understand how you use the

marketing material – and what you need.

• As a result we have put together two packs for TTA members:

– Retail Pack (includes window banners, offer cards, brochure stickers, shelf

wobblers & vinyl snowflakes)

– Non-Retail Pack (all elements excluding the above)

• In both packs you will receive all the information and tools you need to create a

great campaign to support your business and help drive sales.

• Our main objective is to help drive customers to members by using aspirational

imagery and demonstrating the breadth and range of Tour Operators we work with

and some great offers!

Love...Campaign• The campaign is based around the fact that we are all passionate about travel – after

all you have made it your business!

• And for consumers, regardless of the clutter surrounding Christmas and the economic

uncertainty – they all love the thought of getting away, escaping, of going on holiday.

Research proves that the one thing customers will not give up in times of economic

downturn is their holiday.

• There are 6 key ‘Love’ themes launching in December:

• Love...the thrill (attractions and theme parks)

• Love...the beach (families and sunny holidays)

• Love...to cruise

• Love...to go far (far flung holidays)

• Love...Britain (UK breaks & trips)

• Love…to go now (Great December/last minute deals)

Coming soon…

Re-fresh in January:

Love… time together (couples holidays)

Love… to explore

Love… to go now (themed lates banners) for Jan, Feb, Mar & Apr

Plus: Destination focused banners (e.g. Morocco)

Flights & Hotels

Love...Campaign

NON RETAIL PACK:

• Mini-Brochure x 50

• Press Ad Templates and guide

• PR Template

• DM Template and hints and tips

• On-Line Banners

RETAIL PACK – all of the above plus:

• Window banners x7

• A4 Offer Cards x180 (30 of each of the LOVE themes)

• Brochure Stickers x50

• Shelf wobblers x5

• Christmassy snow flake window stickers x10

Retail Pack -Window Banners

• Tour Operator logos feature as an integral part of the powerful images on the banner, which is aimed to provoke an emotional reaction to make customers think ‘I want to go there…’ and drive them in-store to find out more.

• It also helps to demonstrates breadth and range in terms of the number of operators you work with.

Retail Pack - Window Banners

Retail Pack - A4 Window Offer Cards

Retail Pack - Window Cards• The offer cards are now A4 in size to create greater prominence in the window and allow for

more detail to be included.

• You will be provided with printed full colour blank templates which then allows you to print or hand write on your chosen regional offers. We will be sending across updated offers to use every month

Instructions to pre print window cards:

1. Insert the pre printed cards into your printer (make sure you know which way up to insert the cards!)

2. Use the amendable pdf template provided online, to fill in your chosen offer details (make sure you select the corresponding offers with the right category and imagery)

3. Press print!

• The logos of the Tour Operators featured in each category are printed on the reverse, so when you have chosen your offers to feature, simply circle the tour operator used as a handy reminder.

• Or simply write by hand – preferably in same colour ink!

Retail Pack

Brochure Stickers & Shelf Wobblers

• Brochure stickers and wobblers are a great way of

livening up the in-store environment and tying in the

campaign featured in the window.

• The brochure stickers will be handy to customers

as a reminder of the benefits to book through you

when they take the brochure away, as they can be

placed on all operator brochures featured in the

window.

• They can even be used to endorse the benefits of

booking with you on stationary items e.g.

envelopes, letters etc!

Retail Pack

It‟s CHRISTMAS!!!

• At this time of year there is no escaping the heavily themed Christmas high street.

• So to join in the festivities and embrace the time of year, we have provided some self cling window vinyl stickers with snow flakes on to help tastefully decorate your window and bring a bit of the Christmas spirit to your customers!

Retail Pack

How your December Window could look!

• We have a number of banners available in store for December for you to choose from

• This is our recommended approach, as December is a key period for Cruise, last minute December deals and faraway holidays - but ultimately you need to do what is best in your local market

• If you have more room to add additional banners then please do so and ideally the brand banner would be displayed across the year.

Retail and non retail pack

Mini-Brochure

• An A5 roll-fold leaflet that can be used in-store, as Direct Mail or press insert

• You can order more of these to be personalised to your store – see attached for details

• This leaflet features a section for each of the ‘Love…’ categories launching in December

Retail and non-retail pack

Press Advertising & Press Release

• To help build awareness in your local area, a press

advertising guide is available, giving you information on what

size ads to place, to how to negotiate rates, complete with 3

ads to download and use:

• Love…to go far

• Love…to cruise

• Love…the beach

Plus also to help support the launch of the campaign a press

release is available for you to personalise and send out to

local press, complete with hints and tips on how to do this.

Retail and non retail pack

On-Line Banners

Available online will be three online banners to support the

LOVE campaign in 2 standard online formats:

Love…the beach

Love…to go far

Love…to cruise

These banners should be used on your website to further

support the campaign and help build campaign recognition

with your customers online.

Details of how to download and what format you need for

your site can be found online

Retail and non-retail pack

Direct Mail - help drive your sales!!• A handy tool kit on how to create your own

personalised direct mail letters to your customers.

• Featuring hints and tips on what to

say and ways tie in with the campaign

theme, there is lots of information to

help you create great personalised

letters, to help drive up your holiday

sales.

Celebrating independence!• The recommended December window shows a generic

brand banner which is based upon feedback received from our members, stating a desire for a generic banner containing information on key products and services.

• The generic brand banner is in addition to the LOVEcampaign material, and should be displayed proudly as a permanent window banner all year round as it highlights the key products and unique selling points of booking with a local independent agent which are:

• Unlimited choice

• Unbiased advice

• Unrivalled service

• Exceptional value

• If this is something that you think you could use as a flyer then please let us know!

Finally...WE NEED YOU!!!This approach won’t be perfect and we will look to refine and improve with each

campaign and there are 3 areas where we need your help:

• To sell the Tour Operators that are funding the campaign, and there are lots, giving

us great breadth and range:

Hurtigruten, Cunard, Disney, Sandals, Qantas, Classic International Cruises,

Wendy Wu Tours, Hoseasons, Princess Cruises, Attraction World, Club Med,

Holiday Extras, Disneyland Paris, Keycamp, Atlantic Holidays, Viking River

Cruises, Airtours, Preston Holidays, P&O Crusies, Longwood Holidays.

• To use and display the materials as much as you can so we can ensure this

approach really drives customers to you (please send us in any pictures or

examples of what you have done to make this campaign deliver sales for you

• To provide constructive (not destructive –we are human!) feedback –we need to

understand what works and what doesn’t so we can improve next time!

And...DO GET IN TOUCH!!!

To order your marketing packs please fill in the order form attached and send it back to

marketing@traveltrust.co.uk

or call:

01733 390900

(option 4 for marketing)

LOVE from… The Marketing Team