Gold Medal Launches Biggest-Ever September ‘Mini Peaks’ Campaign

Wednesday, Aug 31, 2022 0

‘The Experts’ Edit’ Puts Unrivalled Destination Knowledge From Across The Gold Medal Team Centre-Stage

The UK’s largest trade-only tour operator, Gold Medal, launches its biggest-ever September ‘Mini Peaks’ campaign today, with a variety of new tools, products and incentives going live to help travel agents across the UK make the most of resurgent demand for travel.

Gold Medal’s campaign is built around its award-winning expertise in creating tailormade long haul holidays for the trade. Entitled ‘The Experts’ Edit’, it will optimise all of Gold Medal’s channels across a six-week period. It is spearheaded by a stylish 64-page mini-brochure featuring 60 offers curated from expert knowledge from across its team which will start landing in stores from today. An extended digital version – featuring an additional 40 offers – will also be sent direct to agent’s inboxes to view and download at the same time.

Also going live today is a dedicated ‘Experts’ Edit’ micro-site hosted on the Gold Medal website (www.goldmedal.co.uk), featuring 16 destination hubs, over 50 hotel partner landing pages and downloadable content – including 113 offer posters for use throughout the campaign period. Alongside the micro-site, dedicated ‘Expert Edit’ campaign e-shots, social media promotion, and printed campaign point of sale materials for agents to use instore, the campaign will also be the focus of Gold Medal’s Trade Partnership Managers as they visit with agent partners throughout September.

Sarah Lancashire, Gold Medal’s Marketing Director, commented, “With so many positive indicators for us that demand for travel is continuing to improve, it feels right for us to make a bold statement with a truly 360- degree campaign that optimises all of our channels. We’re delighted to make the unrivalled expertise of our whole team the centrepiece of our efforts throughout September, and we are very confident that agents will love the knowledge they’ve shared. That knowledge is a key differentiator for all the brands in the Gold Medal family, and where we can add most value for our agent partners.”

Alongside online tools, marketing materials, and Trade Partnership Manager contact, the campaign will also feature a variety of incentives to encourage agents to convert the demand they’re experiencing. These include double Farebank Rewards for all package bookings made from the 1st September for six weeks, and a destination prize draw for each of the 15 destinations showcased in the Experts’ Edit of a £100 Spa hamper from Neom. A grand prize of £1,000 Farebank Rewards will also be gifted to a randomly selected agent who makes a booking between 1st-16th October, to spend on their own Gold Medal holiday.

The campaign will also see Gold Medal unveil an evolution of its brand look and feel, with a simplified logo design and colour palette visible across all materials and channels.

Lancashire continues, “As travel evolves, it’s right that our brand does as well. So to make an even bigger splash in September, we’ll be rolling out a more sophisticated identity. It’s still the Gold Medal that agents know and love, but with a more elegant, clean and striking look. We’re sure they’ll like what they see.”

“As always, we’re grateful for the support and loyalty of all our agent and supplier partners, and are so pleased to bring this campaign – our biggest ever for this time of year – to life with them. Together we can make September really successful!”