Trafalgar plans fall branding campaign with direct mail, digital

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Travel company Trafalgar will launch a global branding campaign this fall using direct mail, digital, TV and print elements. New AOR M&C Saatchi Los Angeles is working with the company to develop the initiative.  

“One objective we have is to do a better job putting our own message into the marketplace to drive business back to the travel agencies,” said Adam Leavitt, VP of marketing at Trafalgar. “The touring industry has not done a very good job telling people about how the product has evolved.”

The campaign's direct mail creative will be “experiential” in its description of Trafalgar's tours, he added.

“We want to get the sense of experience across in a way that becomes very real and experiential to the consumer,” said Leavitt.

The company will also run search marketing and display ad campaigns online to promote its “At Leisure” tours, which Trafalgar says give consumers more time at tour stops. Search ads will drive consumers to a microsite Trafalgar created for the At Leisure program. Display ads will run on popular travel websites, such as Frommer's and Travelzoo. Leavitt declined to specify the campaign's budget.

The initiative's target market is consumers age 45 and older, skewing 60% female, he said.  

The company also began an interim print and online effort last month with M&C Saatchi LA. The effort, which features creative depicting an “insider's view” of a locale through a keyhole, uses the tagline, “Unlock the insider's view of Europe, at leisure.”

Trafalgar said February 17 that it selected M&C Saatchi LA without a review process. The company initially hired the agency for research duties, but expanded its work soon thereafter, said Leavitt, who previously worked with M&C Saatchi LA while employed at Crystal Cruises.

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