ttglive.com
Teletext to plug its digital move
TELETEXT HOLIDAYS is stepping up consumer promotion of its Freeview 101 television channel and website as it prepares to become a digital- only business from January 1. It is giving away more than 500 Freeview
boxes before December 31 to customers who spot an offer on its existing analogue pages. Marketing director Mark Bloxham said research showed a “large chunk” of customers did not know the analogue service was switching off, so it had to get the message out about its other services. “We want customers to stay with us as we
move to being a digital-only business,” he said. “We will be steering people to find us on
Freeview 101 and online with messages on all our online and offline marketing activity.” The research found that 80% of analogue users
were prepared to move to the freeview service or website to find deals. Teletext Holidays is gearing up for a brand
relaunch early in the new year. Kay Bustin has joined from Cara Hotel Marketing as head of online product and will play a key role in remodelling the business before January by broadening its range of holidays and adding more long-haul travel. She previously worked for
Lastminute.com
Crystal starts up ‘Voluntourism’
LUXURY CRUISE line Crystal Cruises has launched a programme to allow customers to join charity projects in destinations they visit. The “You Care, We Care” shore excursions aim to get customers on Crystal Symphony and Crystal Serenity involved in “voluntourism” projects helping communities and the environment. Crystal will provide all logistical arrangements and costs for the programme, which so far includes a burns rehabilitation centre in Lima, Peru, a peace organisation in Puerto Vallarta, Mexico, and several projects in Cartagena, Colombia, including craft work with the elderly, children’s football projects and organic urban farming. Philip Ordever, Crystal Cruises vice-president, international, said: “We challenged our worldwide tour operators to craft excursions that contribute to local causes as we are committed to giving back to communities we visit and recognise guests’ growing desire to seek out enriching experiences.”
news
‘Future’ is history in Co-op rebrand
Chris Gray. THE CO-OPERATIVE Travel aims to make its Personal Travel Advisors division the only “homeworking superbrand in the UK”.
It announced this week that
the Future Travel brand will be scrapped and that all of its homeworkers will become personal travel advisors. Future Travel grew up as a division for homeworkers who relied on calls generated through Co-op Travel advertising on Teletext. But it has been outgrown by Personal Travel
In contrast, the Co-operative Atkins: trading on Co-op’s trust
Group was recently placed eighth out of 100 leading brands in a UK Business Thought Leaders poll – ahead of names such as Tesco and Marks & Spencer. “As far as we were concerned, utilising the Co-op brand was a no-brainer,” said Atkins. “It has the trust of the consumer at a time when trusted brands are
Advisors, in which homeworkers actively go out to build their businesses and win new customers themselves. They now account for 60% of Co-op Travel’s homeworkers. The 40% of homeworkers in Future Travel will be able to continue operating as normal, but will rely on other sources for leads following the decline in business coming from Teletext, which switches off its analogue service at the end of December (see left). Personal Travel Advisors managing director
Jane Atkins said Future Travel was well estab- lished in the travel trade but “largely unknown” to consumers.
the UK’s most successful brands and facilitates the evolution towards the personal advisor model. “The move away from traditional Teletext to digital media has had a big, negative impact on call generation, and more of our homeworkers are moving towards becoming personal travel advisors.”
Being associated with one of Britain’s biggest and most popular brands would help personal travel advisors generate sales, she added. The move also means that three websites –
Futuretravel.co.uk,
Futuretravelcruise.co.uk and
Personaltraveladvisors.co.uk – will merge into one:
Co-operativepersonaltraveladvisors.co.uk The Co-op said the proposed merger with Thomas Cook would increase its high-street presence and, in so doing, strengthen the brand.
A YEAR TO REMEMBER: 125 Midlands Co-operative managers took a two-night cruise on the Queen Mary 2 after the ship was chosen for its annual conference. From left are the Co-op’s Carolyn Paisley, Complete Cruise Solutions’ Paul Ludlow and Janet Parton – who hosted the cruise – and the Co-op’s Michael Shanahan, Donna Needham, Adam O’Dell.
26.11.2010 09
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