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Tour operators` partnership kicks off Hot Spots campaign

After a 60 per cent increase in Queensland sales from the UK in its first year, co-operative partners Parker Travel Collection, Thomas Cook UK and Qantas Holidays UK did not waste any time kicking off their…

After a 60 per cent increase in Queensland sales from the UK in its first year, co-operative partners Parker Travel Collection, Thomas Cook UK and Qantas Holidays UK did not waste any time kicking off their 2006/07 Hot Spots campaign that continues to shine the spotlight on Queensland while expanding the program Australia wide incorporating key destinations for overseas visitors.

Parker Travel Collection’s Managing Director, Todd Parker has just returned home to Cairns following a two week visit to the United Kingdom to launch this year’s Thomas Cook campaign titled, Queensland and Australia’s HOT SPOTS. Mr Parker participated in a number of strategic meetings with his joint venture partners that paved the way for extensive sales and training missions this month to Scotland, Ireland and the UK by colleagues Rob Bastion and Andrew Dineen.

According to Mr Parker it was the combination of sales calls, stage shows, agent familiarisation and a 45 minute dvd production that has been attributed to the success of the inaugural campaign and forms the basis of activity to consolidate UK business to Australia in 2006.

“As the UK’s largest travel retailer with over 600 outlets and 5000 agents, Thomas Cook places great emphasis on training and education with monitoring systems in place for all products and campaigns represented by the company. Last year Parker Travel Collection ranked 4.2 out of 5 for training which is the highest score ever achieved.”

Spearheading the campaign launch is the production of 100,000 full colour Thomas Cook brochures that has been expanded from 28 pages (in its first year) to an impressive 40 pages. These will be ‘racked’ in all Thomas Cook retail offices throughout the United Kingdom. This year’s brochure comprises an extensive range of accommodation and touring options currently available in Tropical North Queensland, Whitsundays, Sunshine Coast, Brisbane and Gold Coast regions as well as Sydney and the Hunter Valley, Melbourne, Adelaide and Hobart, Perth, Northern Territory and the Red Centre. This information is supplemented with Handy Hints for travellers sharing ‘local tips’ for restaurants, bars, tours and shopping.

Coinciding with the launch of season two comes news that Australia’s leading marketing alliance, Parker Travel Collection has secured participation by multi-nationals Accor hotels and resorts, Avis rental cars and Australia Pacific Touring.

“This commitment proves the win-win benefit of this campaign is not just enjoyed by Thomas Cooks and its wholesaler Qantas Holidays, but is also greatly appreciated by the destination and products showcased who once again stand to increase their UK business in 2006,” said Mr Parker.

“We consider this new partnership with Thomas Cook UK and Qantas Holidays UK to be a major coup for Queensland and Australia’s tourism industry that stands to prosper significantly from the powerful ‘arms and legs’ of this retail giant’s distribution network.”

“A major benefit of this campaign is the diversity of product featured from the major players like Warner Bros on the Gold Coast and Voyages Resorts and Hotels to the smaller, non-chain product like boutique apartment resorts and hotels who wouldn`t normally be able to access the major distribution network of UK wholesaler, Qantas Holidays. This campaign offers a great window of opportunity for smaller tourism operators,” said Mr Parker.

Validity of the brochure will be through to 31 March 2007.

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Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

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