Thomas Cook fights back with major 'explore' campaign

Thomas Cook, the beleaguered tour operator, is today (8 March) launching its biggest brand campaign to date, under the strapline "It is a wonderful world. Explore it with us".

Thomas Cook: 'it is a wonderful world' campaign
Thomas Cook: 'it is a wonderful world' campaign

The campaign encourages consumers to enjoy Thomas Cook's range of holiday destinations at home and abroad.

The TV ad, which breaks tonight, will be supported by radio, retail and digital activity.

Thomas Cook is launching the campaign in spring, instead of the traditional post-Christmas booking period, which runs throughout January.

Phil Aird-Mash, co-chief executive, Thomas Cook, said: "While it is unprecedented for a travel company to embark on such a wide-reaching campaign at this time of year, for us it means we'll really stand out and our voice will be clearly heard."

Thomson and First Choice owner TUI made a similar move last October, and told Marketing that launching campaigns for the two brands out of season created "huge talkability".

Thomas Cook's campaign will feature a recording of 'Wonderful World' by Joey Ramone, and marks the 140th anniversary since Mr Thomas Cook, the company’s founder, embarked on a round-the-world tour.

The campaign is supported by Thomas Cook's biggest piece of Facebook activity, which comprises of a competition for consumers to win a £20,000 holiday. Consumers must upload a photo of themselves that portrays an exploring spirit, to the Thomas Cook Facebook page, www.facebook.com/thomascook

Thomas Cook was yesterday (7 March) announced as one of VisitEngland's partners in its £5m domestic tourism campaign.

By way of support, Thomas Cook has launched a promotion around its Premier League Match Breaks holidays, which offers a 20.12% discount.

Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Is John Lewis losing its retailing crown?

Following a series of news stories highlighting issues such as job cuts and payments below the minimum wage, is the shine coming off John Lewis? Or is this simply a readjustment process that any major retailer might have to endure to emerge stronger?

Making media fun again: why we must free our industry from outdated models
Shares0
Share

1 Making media fun again: why we must free our industry from outdated models

The industry needs an audience-first media revolution that balances brand and outcomes, writes Mindshare's global chief executive.