Great Days Out
“Great Days Out” remains Aztec’s flagship product due to it’s popularity and strength within the market place. Over the past 10 years, Aztec Marketing has recruited an unsurpassed list of attractions throughout the UK and Republic of Ireland in order to develop the ultimate offer to the family unit. “2 for 1” and “Kids Go Free” entrance offers provide a clear and unambiguous message to the consumer entitling them to huge savings over a 12 month period.
- Since 1998, Aztec has developed contractual agreements with an exclusive database of over 3,000 tourist & leisure attractions to support the main tourism & leisure infrastructure throughout the UK.
- Aztec has specialised in the creation of high profile tailor-made consumer promotions under the generic theme of “Great Days Out” or “Kids Go Free”.
- Each promotion is carefully researched to match both the demographic profile and geographical distribution of the consumer target audience with special attention to behavioral patterns and leisure pursuits.
- Having been retained in the past by VisitBritain to “spearhead the recruitment of the government agency’s own initiatives to bolster both in-bound and domestic tourism” this has provided Aztec with the perfect endorsement in this dynamic field of sales promotion.
Great Days Out Categories
| City Tours | RSPB & Wetland Trusts |
Craft Fairs & County Shows |
Safari Parks |
Heritage & Trust Sites |
Sea Life Centres & Aquariums |
Interactive |
Theme Parks |
Museum & Art Galleries |
Tourist Attractions |
Railways |
Wildlife Sanctuaries & Zoos |
The venues within the above categories help provide total coverage throughout the UK and Republic of Ireland and are designed to appeal to a wide target audience with the most comprehensive range of leisure interests.
Aztec’s unique database means that each promotion can be tailor-made and along with mapping software, also allows venues to be selected within a specified radius of targeted locations.
For larger campaigns the Great Days Out product is often combined with Sporting activities in order to expand on the range of offers and geographical spread.
Hotels
The largest sector to buy into the 'Great Days Out' programme has been the hotel industry, with a total of 8 different hotel groups signing up to the programme over the last 5 years. Each hotel group has used the Great Days Out programme as an added value benefit to their customers, to provide places of interest to visit during their stay. This has meant that the focus on discounting rooms can be avoided whilst still providing that something extra that consumers are always looking for.
Hotels groups who have participated in the programme to date include; Macdonald Hotels (5yrs), Premier Inn (4yrs), Holiday Inn (3yrs), Best Western, Accor Hotels, Choice Hotels, Classic British Hotels, and Millennium & Copthorne Hotels.
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The challenge for Aztec was to source a diverse range of offers to match the customer profile of their broad customer base. The promotion assembles over 300 days out attractions and 20 top leisure partners across the UK and ROI including LOVEFiLM, Fitness First, Virgin Holidays, Virgin Experiences, Flying Flowers, Macdonald Hotels & Resorts and Greenfree.
The promotion is supported by adverts in the national press, magazines and online and through a range of POS in over 1,000 participating dealerships which directs customers to the dedicated promotional website - www.conti-offers.co.uk.
Customers gain instant access to the great days out offers, but to use the partner offers, customers must make a purchase of one or more Continental car, van or 4x4 tyres between 1st March and 30th October 2009. Customers can use the invoice number, generated by their dealer, in order to download a voucher for their chosen leisure offer. All offers are valid until 31st December 2009. In addition to POS in participating dealerships, the promotion is also supported by online web banners and targeted advertising in national press and magazines throughout the duration of the promotion.
"Whilst it's too early to give any results I am confident that the strong and clear offers will be very attractive to our customers. Also the support given by Aztec in developing the campaign has been first class."
Tim Bailey, Advertising Manager,
Continental Tyre Group Ltd.
7th Hotel Group signs up to Great Days Out programme
Building on an existing relationship, Best Western Hotels commissioned Aztec Marketing to develop a 'Great Days Out' campaign featuring 250 days out attractions located within a 40 mile radius of each of their hotels. The campaign that launched in June will run for 12 months and is open to all guests booking a stay at a Best Western Hotel.
Guests can browse the website for participating attractions and download vouchers for their chosen venue using their booking reference number. The globally recognised Best Western Hotels brand represents over 280 three and four star hotels in Great Britain, making it the largest group of independently owned and managed hotels in the UK.
Best Western Hotels have made a commitment to raise the profile of tourist attractions throughout the UK and will promote them for the duration of the campaign in all advertising including direct mail, on-line banner advertising and PR.
An e-shot which highlighted savings of up to 25% off bookings over the summer months was sent to their customer database of 160,000 at the time of the launch and focused on the theme of 'Explore your Local Planet'. Further e-shots are planned during the programme and each will focus on a different theme.
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