Dnata to refocus Travel Republic with new peaks marketing campaign

Dnata to refocus Travel Republic with new peaks marketing campaign

Travel Republic owner dnata Travel has admitted that focus waned on its business in the UK as it sought to integrate its technology into overseas markets.

However, the Emirates-group owned travel giant has vowed to put a renewed focus on the OTA brand with a marketing push planned to start in June for peaks.

“We are pushing hard on Travel Republic and focusing the on their business trying to make sure they are focussed and do not get distracted,” said Iain Andrew, dnata division senior vice president.

Travel Republic now sits in a B2C division of dnata Travel UK, along with online retailer Travelbag and beach holiday specialist OTA Sunmaster.

“We brought these business in to get their capability into the Middle East,” said Andrew. “Maybe we should have given them a bit more breathing space to makes they could focus in the core business.”

Andrew admitted one-time leading independent UK OTA Travel Republic has lost ground to rival brands such as On The Beach and Love Holidays.

On The Beach has done very well and they are giving us a run for our money,” he said. “We are now 100% focussed back on the UK.”

The new peaks TV campaign will include some television but also radio. Travel Republic launched its first major nationwide UK television advertising campaign in January.

Andrew said Travel Republic is working to diversify its marketing channel mix away from being reliant on Google PPC advertising.

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