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Published on Tuesday, April 20, 2021

Midcounties launches biggest ever retail travel campaign






Newly rebranded Your Co-op Travel, part of The Midcounties Co-operative, has launched its biggest marketing campaign yet.


It is designed to drive sales for the retail travel brand, which re-opened all 78 Your Co-op Travel and Carrick Travel branches last week.


The goal of the 'Bringing Sunshine Back' campaign is to drive bookings for the remainder of 2021 and 2022 by tapping into desire for families to spend time together, after months of forced separation during the Covid-19 crisis.


It also hopes to attract couples forr a luxury escape, after missing out on a holiday in 2020.


The 'Bringing Sunshine Back' messaging has been developed in response to customer feedback that safety and reassurance - from the moment they book, to the moment they return home - is their number one priority, when booking travel in a post-Covid world. 


In a nod to the repetitive home life that most Britons had to endure this past year, the 'Bringing Sunshine Back' artwork features inspirational slogans including 'Screens off. Trunks on', 'Chores off. Canaries on', and 'Laptops off. Lapland on' to help people look forward to a sunnier, more positive future.


The campaign is being delivered via paid search, paid social, PR, email campaigns, door-drops and direct mail, radio and outdoor advertising, as well as complementary campaigns with key tour operator suppliers.


Branded artwork is being displayed in the 78 branches across England's mid counties.


The campaign directs consumers to visit, call or email their local branch, book via the virtual call centre or online at the cooptravel.co.uk website, featuring a new Covid Travel Service.


Sara Dunham, Chief Officer, Travel and Leisure for The Midcounties Co-operative's travel division, said: "Our research has shown us that, whilst value is still important to holidaymakers post-pandemic, safety, health, flexibility, and the reassurance of booking with a financially secure business and a trusted brand, such as Your Co-op, is more crucial than ever," said Sara Dunham, Chief Officer, Travel and Leisure for The Midcounties Co-operative's travel division.


To reinforce the campaign's reassurance message two divisions of The Midcounties Co-operative - Pharmacy and Travel - have partnered to launch a dedicated 'Travel Healthcare' service, giving holidaymakers additional support around their health when they travel. 


Customers booking a holiday with Your Co-op Travel are now offered access to a UK NHS registered online doctor during their holiday for £9.99 for society members and £14.99 for non-members.


In addition, they will receive a 10 per cent discount on a range of Your Co-op Pharmacy products available online, including sunscreen, travel kits, masks and sanitiser, flight accessories, and travel sickness, malaria, and jet lag medication.

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