New MD appointed to help revitalise Teletext Holidays
Wayne Perks, former group product and commercial director of Virgin Holidays, has joined Teletext Holidays as managing director.
It is hoped that Perks, who has worked for Virgin in senior roles for 12 years, will help revitalise 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," said Perks.
"Therefore, it’s an exciting project to steer the business through a period of expansion and re-investment into both the brand, through TV advertising, and the customer experience by improving our products and services."
Steve Endacott, who joined Teletext Holidays as non-executive chairman last year, said the appointment would help revitalise the business.
"The revitalisation of Teletext Holidays can continue at an even faster pace now we have Wayne in place to strengthen our executive team."
Endacott said Teletext plans to put its brand name back in holiday-bookers’ minds as it champions a ‘book by phone’ message.
Its first TV advertising campaign for five years will launch in June and run until mid September.
It comes after research showed that while awareness of the brand was high, a large number of consumers weren’t aware that Teletext Holidays still existed.
The latest appointment comes after marketing director Tom Sainsbury joined in November 2014.
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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