Seaside Travel launches ‘Fine-Free Holidays’ campaign to aid parents.
- Government fines for term-time holidays increase, urging the initiative.
- Prudhoe branch’s community engagement reveals educational challenges.
- In-store expertise aims to align travel with local school schedules.
- Social media strategy includes staff’s personal experiences and solutions.
Seaside Travel has embarked on a proactive initiative to assist parents in avoiding fines for taking children out of school during term time. This campaign, named ‘Fine-Free Holidays’, aims to alleviate the financial burden on families by promoting travel during official school breaks, aligning with the recent governmental decision to raise fines from £60 to £80 since September.
The inception of the campaign followed a pivotal meeting between Seaside Travel’s Prudhoe branch and a local headteacher. During this interaction, the issue of parents booking holidays during term time was identified as a significant obstacle to student education. This conversation spurred the agency to take decisive action, focusing on finding affordable travel options that accommodate school schedules.
In furtherance of their objective, the agency has tasked staff across all branches with sourcing family deals that do not require term-time travel. Each branch is equipped with a designated staff member who holds detailed knowledge of local school holiday dates, enabling them to offer precise guidance to families. Moreover, this strategic move involves offering alternatives such as choosing different airports or adjusting holiday durations to minimise costs.
Seaside Travel’s integration of social media platforms like Facebook and Instagram as part of their outreach strategy reveals an innovative approach. Through the use of videos featuring their own employees, who are also parents, the agency shares relatable experiences and underscores the importance of adhering to school holiday timings. These personal narratives aim to connect with the audience on a more intimate level, fostering a sense of understanding and community support.
The agency’s brand manager, Richard Lowrey-Heywood, emphasised the intent to have open and honest dialogues with parents about maintaining budgets. By potentially rerouting flights to airports with different holiday schedules, or modifying the length of stay, families can avoid the punitive costs associated with term-time travel. This tailored approach underscores the agency’s commitment to reducing financial strain on families while respecting educational priorities.
Seaside Travel’s efforts reflect a balanced dedication to educational integrity and customer support.
