A presentation about the challenges and opportunities of travel retail marketing.
The presentation covers evolving the travel agent window, delivering an integrated campaign into store, and managing own brand visibility via POS.
The presentation details the retail rebrand programme which began in October 2011 and features 750 Thomson ‘featuring First Choice’ travel shops across UK and Northern Ireland.
It details the challenges faced including the often outdated image of the travel agency, a focus on deals and cluttered window displays. Research was undertaken and recommendations put in place to simplify window displays with an aspirational message which featured a photo mosaic window campaign during Christmas 2012.
Originally presented by Amanda Lakin at the Annual Retail Marketing Conference on 7 February 2013.
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