New TV ad at heart of Caledonian Travel’s Unlock 2021 campaign

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The TV campaign will air ahead of tours restarting on 21 June. CALEDONIAN TRAVEL

Caledonian Travel is launching its 2021 holiday programme with a mass marketing campaign, including a new television commercial which is due to air from Monday 10 May in departure regions across the North and Scotland. The campaign, with the theme ‘Unlock 2021’, also features a series of radio commercials, newspaper ads and competitions, plus door drop and mailing activity as well as a comprehensive digital marketing strategy and travel agent and point-of-sale promotions.

The company’s holiday programme commences from 21 June when all Government travel restrictions are expected to be lifted and features thousands of short breaks, including seaside breaks, city Breaks, breaks, family fun, theatre and sports breaks and special events, with prices starting at £49.

Martin Lock, Commercial Director at Caledonian Leisure Ltd, said: “We’re delighted to reveal details of the holiday programme for Caledonian Travel for 2021. The safety and enjoyment of our clients has always been at the centre of our decision making, and we cannot understate how excited we are to welcome customers on board our coaches from June.

“The television commercial provides a great platform to showcase the wide range of great value staycations which invite customers to ‘unlock’ new places and experiences this summer.

“Furthermore, the campaign also illustrates how we are dedicated to continually investing in marketing activity to support our growing network of agents. We’ve already established excellent relationships with many agents, who are already driving very good volumes of business through our brands, with many complimenting the fantastic range and value of our products as well as the support offered from our experienced team.”

To help agents offer customers complete peace of mind when booking, Caledonian Travel has created an independently audited ‘Gold Standard’ Trust which retains customer payments until they travel, with the company also offering customers a guaranteed seven day refund if their holiday is cancelled. A deposit of £10 per person is also available on most breaks.

Caledonian Travel said it is also committed to offering a simple pricing structure for agents, including no additional charges for front seats or seat reservations, and a more transparent commission arrangement to cover the whole booking including supplements and upgrades.