Thomson to launch budget brand

By JADE GARRETT, campaignlive.co.uk, Friday, 28 May 1999 12:00AM

Thomson Holidays is creating a division specialising in low-budget holidays for the mass market and has asked its roster agencies, HHCL & Partners and Mustoe Merriman Herring Levy, to pitch for the launch advertising task.

Thomson Holidays is creating a division specialising in low-budget

holidays for the mass market and has asked its roster agencies, HHCL &

Partners and Mustoe Merriman Herring Levy, to pitch for the launch

advertising task.



Sources say the new division, which is at ’the embryonic stage’, is

designed to target an area of the market in which Thomson has not

maximised its potential.



One insider told Campaign: ’It has yet to be decided if the new division

will carry the Thomson name, or if it will be more discreetly

branded.



I would expect the project to launch in the first quarter of next year,

in time for the holiday season. Thomson has looked at the sectors of the

market that are not buying its holidays. This is an area where it could

be selling more.’



The move follows the announcement last month that Airtours had completed

its pounds 850 million hostile takeover of First Choice Holidays. The

deal ousted Thomson from its position as the UK’s number one holiday

operator.



A number of agencies are understood to have been approached by Thomson

about the task, but it is only the incumbent agencies that will pitch

for the business.



HHCL handles the main Thomson brand, for which it created its first work

starring Roland Rivron at Christmas, while Mustoe Merriman handles the

Skytours business.



No-one at Thomson or either agency would comment as Campaign went to

press.



This article was first published on campaignlive.co.uk

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