GET LUXE in $30m push

Travel Daily - - Front Page -

IG­NITE travel’s new­est brand GET LUXE is em­bark­ing on a $30 mil­lion con­sumer ad­ver­tis­ing cam­paign af­ter its suc­cess­ful launch through Flight Cen­tre stores na­tion­ally.

The new ad­di­tion was rolled out in Jul and of­fers lim­ited time hol­i­day pack­ages un­der the prom­ise of “Aus­tralia’s most af­ford­able luxe hol­i­days”.

It of­fers flight and ac­com­mo­da­tion pack­ages with “ex­clu­sive LUXE UPS” such as room up­grades, spa treat­ments, meals and cock­tails.

As part of a brand build­ing strat­egy to boost con­sul­tant en­gage­ment and con­sumer aware­ness, Ig­nite has con­firmed a 12-month ad­ver­tis­ing cam­paign in­volv­ing be­tween 100 and 150 press ads na­tion­ally per month, sup­ported by dig­i­tal ac­tiv­ity, in store pro­mo­tion and PR.

“Ig­nite Travel Group has worked its way to the top as Aus­tralia’s big­gest travel ad­ver­tiser,” said Ig­nite mar­ket­ing man­ager Rachael Walker, who added that the lat­est cam­paign fol­lowed a $19 mil­lion push for sis­ter brands in the My Hol­i­day Cen­tre port­fo­lio last year.

Walker said GET LUXE had at­tracted “100% store en­gage­ment” since its launch and ex­cel­lent con­sul­tant feed­back.

The brand will add cruise and stay pack­ages through Cruiseabout from 01 Oct.

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