Tour operators and wholesalers face a distinct challenge in trying to make promotional messages stand out amid the mass of email and other messages travel agents sort through every day.
"Agents do not have time to care," said Jennifer Halboth, marketing director for the Globus Family of Brands. "They don't need more stuff, they need stuff that helps them sell."
To that end, Globus recently introduced a marketing campaign intended to simplify the message for agents.
"Less is more," said Halboth. For instance, if you go to the Globus' website, Globusjourneys.com, one of the messages that pops up in the new, stylish fonts of the campaign is: "Your vacation misses you. Europe is waiting."
"We have to push out communication, but just put out one thing," said Halboth. For instance, Globus sent agents a simple sticker (pictured) to let them know about the launch of its 2010 European product.
Additionally, the company has streamlined the agent website, making sure it's more simple for agents to, for instance, search for a vacation based on client needs.
"We want agents to get exactly what they need as quickly as possible," Halboth said in a release detailing the new campaign strategy. "Where there were three pages of information, there's now one. Where there was one page of copy, here's now a sticker on the outside of a box or a searchable website."