Co-op hires PGK to boost high street awareness

Co-operative Travel Trade Group (CTTG) has called in Yorkshire agency PGK to raise awareness of its high street travel agencies and fend off competition from online rivals.

It has briefed the agency to target consumers through the national and local press. PGK will position the travel agents as ‘knowledge brokers’ - stressing the benefits of speaking to an agent face to face, rather than booking a holiday on the internet.

The campaign will start in September and the six-figure project brief spans the range of comms disciplines.

The account was won after a competitive pitch against five other agencies inclu­ding Big Commun­ica­tions, Home Communications and Four­ninety. It is understood that two other agencies also pitched.

The appointment does not affect CTTG’s relationship with agency City Press, which is currently working on two projects for the group.

CTTG was set up in 2003 and acts as a central buying and marketing operation for the major Co-operative travel businesses which include Travelcare, United Co-op, Midlands Co-op, Midcounties Co-op.

CTTG buys more than £1bn worth of holidays annually and its businesses collectively represent the largest independently owned travel brand on the UK high street with 600 branches. It also sells holidays online.

The Co-operative Group, the UK’s largest co-operative, which turns over £8bn a year, is to merge with United

Co-operatives, the second largest group worth £2bn. The merger is expected to
be completed by 29 July. The travel network of the merged group is to be renamed ‘The Co-operative Travel’.

PGK is a full service advertising, marketing, PR and creative agency and was set up in 1994.

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