Promotion not over until winner has enjoyed prize

Travel promotions remain popular with consumers as many continue to feel the pinch and are having to save hard to be able to afford the annual holiday. Brands can tap into this by running promotions that capture the consumer’s imagination, create awareness, reinforce brand values and provide an important opportunity to collect accurate data.

However, while an amazing travel prize will get consumers talking, brands that neglect to put in place comprehensive arrangements for looking after their winners do so at their cost.

A promotional prize that is handled incorrectly can leave a lasting bad impression and blacken a brand’s reputation not only in the eyes of the individual prizewinner, but among consumers at large if there is negative publicity in the media, not to mention on social media channels.

All brands would do well to remember that the promotion is not over until the winner has enjoyed the prize and only has positive comments to make about it.

Graham Howarth Director, Protravel

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here