Travel Network Group adopts regional approach
The Travel Network Group is to decentralise its marketing activities to develop regionally focused campaigns, offers and promotions.
The Group has divided the UK into four regions: Scotland and Northern Ireland; the Midlands and the North; the South West and Wales; and the South East, and new campaigns will be developed for each region from January.
Group marketing director Si Prentice said the new strategy was in response to an increase in the number of members using its marketing resources following the appointment of a new marketing team and the roll out of its growth strategy 18 months ago.
"The next stage in the process is to evolve our marketing reach yet further and make our marketing initiatives, products and campaigns more relevant to members through a greater degree of personalisation and targeting. We believe we will achieve this by dividing the UK into four regions," he said.
He said TNG is having discussions with all the key regional airports and ports. "We believe that by forging closer working relationships with the regional players in key parts of the UK we can make our high street and online marketing offering more relevant to members and their local market. And, by doing so, generate more leads into members’ businesses," he added.
The new regional approach will also be extended to the Group’s Discovery and Holiday Deals Magazines from January, with plans to introduce regional ‘online’ deals after that.
"We have already established a Marketing and Membership Steering Group for this new direction and received valuable feedback from members across the UK," added Prentice. "They are very supportive of this new direction."
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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