GET LUXE in $30m push
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.