The Advantage Travel Partnership has used AI to generate images for its members to use as part of the consortium’s peaks marketing campaign.
The AI images range from a commuter dressed for a beach holiday to a couple in a shopping mall decked out in full ski gear and a businesswoman in a board room ready for a trek.
Using the slogan ‘That Just Booked Feeling’, the marketing push will see promotional activities running from December 28 to February 28.
Members will have customisable marketing assets, personalised direct mailings of magazines to thousands of customers, pre-designed deals for social media, email campaigns, point-of-sale material and training.
The hashtag #ThatJustBookedFeeling will be used across digital platforms, “encouraging agents to spark excitement and inspire bookings”, said the consortium.
Customers will be able to enter a prize draw, with the chance to win a £5,000 family holiday for up to four people, courtesy of easyJet holidays.
David Forder, Advantage’s head of marketing, said AI was an “innovative” approach to creating images because no traditional stock photographs suited their needs – and arranging photoshoots proved too complicated.
“AI has been challenging…lots of things can go wrong, from additional fingers to other body parts,” he said.
“You start with a generic image then have prompts for each detail, and it starts layering up the image.
“These pictures represent thoughts of individuals. It’s bringing thoughts to life. None of these people exist in real life.
“I’ve not shied away from the fact we’ve been using AI. I’m making it part of the story. The way we went about creating these images, members can use that to engage their customers.
“It gives them another point of difference, and it shows that they are modern organisations taking an innovative approach to marketing their business.”
He said last year’s peaks campaign had demonstrated the value of booking in January, adding: “We haven’t gone down any value message route here. It’s all about that emotive feeling of booking a holiday.
“People will forego other things in order to have a holiday. Travel agents are best positioned to help find the right holiday for whatever your requirements are.
“We want to strike that emotive chord and create a bit of FOMO [fear of missing out] to encourage people to book now to have something to look forward to.”
He highlighted the competition as a “golden opportunity” for agents, enabling them to capture data and building a marketing database at a time when consumers are more open to receiving marketing messages.
“AI sets us apart from the competition. We are doing something that I don’t think has been done by any other consortium,” he added.
“From the use of cutting-edge AI to a family-focused prize draw, this campaign is packed with tools and ideas to help our members connect with their customers, drive bookings and achieve long-term growth.”
