p38-39 knowledge nov14 11/11/08 17:54 Page 39
ttglive.com
themed events knowledge
CASE STUDIES
uccess
Two other agencies that have run successful theme days and reaped the benefits
WA Shearings Travel, Huddersfield. Themes: Saints days/Valentine’s Day
Beverley Carter, manager Valentine’s Day is another popular theme
“We find theme days are positive events for when we’ll serve champagne, have big red
both our customers and the agency – which is hearts and balloons in the window and offer
why we find they are so successful. Our clients romantic city breaks.
feel special because they have been invited We have to go through various company
along, and it gives us a topical hook to focus channels before an event is approved, so we
on to keep our window displays looking fresh need one month to plan. We will target our
and attract people inside. database of clients with a mailshot and put an
We often dress up the shop for each of the advert in the local paper. We can take as much
Saints days. For St Patrick’s Day, for example, as 50% more bookings on these days, which is
we decorate the shop window with Irish flags fantastic.”
and offers on city breaks to Dublin and other
destinations where we have BEVERLEY’S TOP TIPS
flight capacity. We also ■Plan any window design on paper first
focus on relevant add-ons ■If you are running a month-long theme,
where we can make extra make sure you change elements regularly
Customers are spellbound at Travel Co-op Bolton Superstore commission, such as distill- so it always looks different and makes
ery tours and city bus tours. passers-by stop
supported by delighted general manager
Nicky, who says the week’s targets were
St. Andrews Travel, Bolton. Theme: Independence Day
“over achieved”.
Just as important though is the buoyancy Janet Whittingham, We sourced some Independence Day packs
in staff morale which the initiative created. retail development manager online, which contained hats, bunting, flags for
“I was out of the office for the actual Big “We pencil theme days into the marketing the windows and desks, streamers, rosettes
Spook,” says Nicky, “but I’ve noticed how calendar every year. Not only do they brighten and whistles to make some noise! They were
giddy the staff have been since I’ve returned up the office, they also push sales and increase £50 each but we managed to get them
– and service has been better footfall. Everyone knows when a place looks sponsored by Good Life Villas and All of
too. There’s a real buzz in busy from the outside, it encourages others America – and we can use them again next year.
the atmosphere which cus- to see what’s going on. We wrote to clients and invited them to come
tomers pick up Independence Day was a popular theme for down for doughnuts, muffins and popcorn, and
on. It’s played us this year. We were bombed out with clients. because we were targeting families, we had
a massive part At the time, we were moving towards school face painting and Disney toys which children
in team spirit.” holidays so families were looking to go away. could play with.
The pound was strong against the dollar and It took three months
we were promoting some great deals on to pull it all together
Florida villa stays. but we divided the
Two members jobs between us and the
of staff hired results were phenomenal.
Mickey and There was a constant
Minnie Mouse stream of customers
costumes, which and every desk had
only cost £15. The rest wore blue, red and clients sitting
white outfits, or stars and stripes printed around it.”
scarves.
JANET’S TOP TIPS
■Involve tourist boards for material and operators who
can come along and talk to clients about their product
■Budget carefully so you don’t spend too much on
decoration, and get as much sponsored as possible
■Think about free publicity. Tempt the press with
colourful photo opportunities and invite them along
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