All Aboard

The Brief:
To trial an advertising and marketing campaign for United Co-op Travel. The aim was to increase footfall into travel superstores on retail parks, across five stores in the region.

The Approach:
As the market for travel has become increasingly internet based, it has become important for travel agents to differentiate themselves. The five travel superstores were all based on retail parks, which received plenty of footfall, but not through the United Co-op Travel shops’ doors.

pgk implemented a full marketing campaign, involving advertising, direct mail, outdoor posters, point of sale and a sales promotion campaign in key media giving away a holiday. The campaign ran for 2 months, from December 2006.

The Result:
United Co-op said that this campaign not only "motivated and inspired staff with great visuals, but it also increased year on year sales by 11%." The visuals created can now be seen on lorries driving across the UK.