That Just Booked Feeling features campaign activity from December 28th, 2024 to February 28th, 2025; agents can get involved with AI-generated campaign imagery, a £5,000 prize draw in partnership with easyJet Holidays, and a whole host of member support
The campaign imagery and messaging hope to inspire That Just Booked Feeling which only holidays provide, pairing AI-generated images of holidaymakers in their day-to-day lives readying for their breaks with a strong call to action.
Each campaign image was generated through a wide range of AI prompts to capture the spirit of the campaign. David Forder, Advantage's head of marketing, defended the move and elaborated on the process, telling Travel Bulletin: "I wanted to do an AI-focused campaign to show that we are an innovative organisation. There are not any stock images that really demonstrate [That Just Booked Feeling] well, especially when what we are trying to do is use the juxtaposition of an ordinary life to that feeling."
The £5,000 consumer prize draw invites agents to enlist entrants and benefit from lead engagement and generation; entrants can request a call-back for a holiday quote when entering via an agent's website or social media.
Various marketing assets including AI-generated imagery, logos and artwork are available, plus personalised direct mailing of Journeys and Navigate magazines throughout the campaign. Ready-made offers, training webinars and social media momentum are all promised throughout the period.
Forecasting the upcoming peaks period, David suggested that 2023's performance left the Partnership with one question: "How long can this last?"
"We went into peaks last year without knowing how well it was going to perform, and it did perform well, particularly on revenue... last year was very much positioned on value, but this year it is less about the value or the deal, and more about trying to encourage booking now.
"From my point of view, the crux of it is to try and make the best of what is a golden opportunity: if the sales come, then great, but if not, there is still an opportunity, from a travel agent point of view, to capture the attention of an audience and grow their business long-term."
That Just Booked Feeling casts a wide net; not only in time frame, when Advantage hopes to capture audiences from the end of December until the end of February, but with its focus, too. The campaign imagery features commuters primed for a beach break, an office worker reading a cruise magazine, and a shopper readying his skis.
"We have got members across such a broad spectrum," David explained. "Our job is to provide as many of our members as possible with choice when it comes to marketing support; the content element of it is really key and we know it is something that a lot of our members struggle with.
"There is a lot of consideration that has gone into making sure that we are covering a wide range of demographics, both from an age point of view and ethnicity, but also not pigeon-holing people into one holiday type."
That Just Booked Feeling runs from December 28th, 2024 to February 28th, 2025.
