Classic Collection reveals ‘most inventive’ peaks campaign

Classic Collection will offer agents increased rewards and a competition to win a holiday as part of the luxury operator’s peaks campaign.

The operator will also launch printed and digital brochures showcasing its holidays under five new categories: Multicentre Creations, Boutique, Inspirational Journeys, Villa Life and Select.

Si Morris-Green, agency sales and marketing director, said the campaign will use the slogan ‘Expect More’ and will be its “most inventive” peaks campaign ever.

“We’ll be highlighting the full breadth and diversity of the Classic Collection product: the experience, expertise and service which underpin our product portfolio – more complex itineraries, rarified product and enhanced customer service.

“Agent partners benefit from the increased rewards that higher value bookings bring and also from improved customer retention as they demonstrate to their clients the added value that expertise brings to more complex bookings.”

Andy Freeth, chief executive of Classic Collection Holidays – the parent of trade brands Classic Collection and Classic Package Holidays – told a Travel Weekly webcast: “We are really excited with both brands having a fantastic year. We’re going into peaks with some really exciting developments around our products, our offering and how we market and differentiate.”

From January 1, all Classic Collection bookings will come with free fast-track security at UK departure airports. UK airport lounges and hold luggage already come as standard.

Door-to-UK-airport chauffeur services will be free on bookings over £35,000 and a costed option at lower price points.

A 24-page ‘Expect More’ digital and printed booklet will showcase the operator’s core product and offer further savings of up to £200 on booking values above £2,000.

A marketing campaign will start with key agent partners in January, with point-of-sale material, direct mailings, social media campaigns, in-store TV and national newspaper coverage.

Classic Collection Black Card rewards for trade partners have been increased to up to £1,250 per booking, and for the first time the operator’s hotel partners will be able to contribute to the rewards scheme.

And 10 agents will win personal holidays during January and February.

Morris-Green added: “We’re rewarding our agent partners more than ever before, and helping them to showcase a breadth of luxury product which will bring in lucrative high value bookings and help with long-term customer retention.”

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