Inghams Neapolitan Riviera

Inghams repositions its Lakes & Mountains brand to attract the over 50's market

Inghams is repositioning its Lakes & Mountains holidays brand to attract the changing 50-plus market with a significant focus on its core product under the new campaign strapline – your passions, your holiday.

The campaign launching this week will include print advertisements in national newspapers, digital display and a month-long radio advert on Smooth, Classic and Heart FM.

Following extensive research and brand review over the summer, the tour operator is making it more of a special interest holiday provider by putting customers' passions and interests at the heart of its offering.

Julie Franklin, head of agency sales at the operator, said: "There's a real appetite amongst the over 50's market for holidays that offer more than just simply a relaxing breakaway and more people in this age group are looking for something a bit more active or engaging. They are open to new adventures and are looking for beautiful landscapes, high-quality food, outdoor pursuits, exploring new destinations and sightseeing opportunities. Our research showed that while our destinations are very much sought after in 2020, many of those questioned did not realise just how much our summer programme could offer in terms of experiences to meet their hobbies, interests and passions whether it's walking, photography, cycling, culture, or time on the water.

We have used new imagery across the brand which reflects the look and feel of today's Instagram-friendly world, which will be mirrored across the agent portals, collateral and tools as well as in the summer 2021 brochure which will be released later this summer. We have more than 85 years of expertise and have used our experience to really focus on giving customers summer holidays that will capture their imagination. We are very much looking forward to working closely with travel agents to help broaden our appeal to their customers and a wider audience."

The summer programme is offering a range of escorted and self-guided tours, city breaks, tailor-made Italian breaks, twin-centre resort combinations, rail tours, short breaks and cycling holidays with destinations including Norway, Iceland, Italy and Canada, which is new for 2020. The operator offers flexibility with a choice of local airports, durations, accommodation options and activities.

The operator is currently offering savings of an extra £100 per couple on a range of destinations and experiences for summer 2020. The offer applies to new Inghams Lakes & Mountains, Inghams Italy and Inghams Tour holidays while stocks last. It ends on February 29 and is available on all 2020 departure dates.

The eight-day 'Best of Puglia and Basilicata' tour includes a visit to Matera, while its seven-night 'Peaks of Perfection' activity week in Chamonix, France gives a soft introduction to white-water rafting, mountain biking and hiking.

New for 2020 is a seven-night sailing experience around the Aeolian Islands, Sicily and walking holidays include the hiking trails of the Zillertal Valley in Austria.

For more information, visit www.agents.inghams.co.uk


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