Advantage Travel Partnership has unveiled its new Turn of Year Peaks campaign: Holiday Dreams. Made Simple. This member-designed, digital-first initiative has been created to support and help members maximise sales during Peaks.
*All details correct at time of publish (12 December 2025)
The company said in a statement that the Advantage marketing team worked in close collaboration with its members to ensure the campaign reflects exactly what agents want: aspirational content that instantly evokes the ‘holiday feeling’, with concise written material and bold destination imagery capturing customers’ imaginations from the moment they see it.
David Forder, Marketing Director of Advantage Travel Partnership, said: “From talking to our members, we identified that they wanted marketing materials that achieve two clear objectives: make customers feel something, and make it easy for them to say yes.
“Holiday Dreams. Made Simple. does exactly that as it puts the emotion and the experience front and centre, backed by the expertise and reassurance of booking with an independent travel agent.”
For the first time, Advantage members will be able to choose between two distinct creative routes, both aligned to the same core idea but tailored to different customer demographics and brand personalities.
Furthermore, Advantage has ensured all static assets can be personalised with members’ own logos, colours and imagery, while in-store POS and Advantage TV Network content will aim for the campaign to feel joined-up across all customer touchpoints.
Another strong theme from member feedback was the need for more dynamic, social-ready content. In response, the Peaks package includes a suite of interactive social reels built around powerful destination visuals and shareable concepts, plus additional video content provided by key supplier partners.
To support this further, a series of B2C emails will be distributed throughout January and February which will also include dedicated cruise information to support specialist and mainstream cruise sales.
Forder added: “Video and interactive content were high on the wish list as those members running independent agencies do not always have time to storyboard reels or commission videos. Therefore, we have done the heavy lifting so our members can stay focused on driving sales, converting enquiries, while still showing up in customers’ feeds with confident, on-brand content.”
Helping offer tangible content to customers, print will also play a major role, with an 84-page consumer magazine landing in early January.
Hero title Journeys and cruise-focused Navigate will now be combined into a single issue, mailed directly to customers, distributed in-store as well as offering a digital format which will be distributed via email. Every version will be personalised at branch level, featuring member branding and calls to action to continue driving brand visibility and sales.
To further support members through this campaign and to maximise uptake and effectiveness, Advantage will also host a three-part webinar series: an introduction to the concept and marketing calendar on 10th December, a deeper dive into personalising and deploying assets on 16th December, and a commercial session on 7th January spotlighting key supplier partners and their Peaks offers.
Furthermore, to offer alternative training, this campaign also introduces new gamified learning for members, with short games in January and February to help agents quickly learn key facts about supplier partners, with prizes on offer to drive engagement.
“Peaks can feel overwhelming, especially if you’re a smaller agency or just starting out,” said Forder. “We want our members to show up like a national brand, without losing their own identity, therefore, we have built this complete toolkit which offers big creative ideas right down to day-to-day activity plans.”
“This campaign is a clear signal of what Advantage is all about,” Forder concluded. “We listen, we involve our members in the process, and we deliver marketing support that is practical, profitable and built around the reality of running an independent travel agency.”
Members can look back at the webinars and find all the information they need about the campaign on the members’ Turn or Year intranet hub.
Visit the Travel Pursuit News Hub for more exciting updates.
