Hays hopes new campaign will ‘unite north and south’

Hays Travel hopes to unite its northern and southern divisions into one nationwide chain as part of a new campaign.

The independent travel agent is investing a six-figure sum in its ‘Save up to 50% Off When You Book the Hays Way’ peaks campaign, which will feature TV advertising on channels in the Tyne Tees, Meridian and West Country regions.

These will be supported by radio ads airing on 18 stations, and print ads in more than 45 publications across the UK. The campaign will run until the end of February.

The Sunderland-based company bought Bath Travel two years ago, acquiring all 62 stores across Dorset, Hampshire and the south coast.

Retail and training director Jane Schumm said the campaign would have a big focus on the south, in a bid to boost the brand’s strength.

She added: “We have made our campaign launch date earlier than ever due to the change in booking trends both in our industry and in the wider retail sector.

“The campaign duration has also been extended into February, following the longer and later booking trends of 2015.

“For us, the busy period in January is now more like an eight-week busy period from late December to mid-February.”