Thomas Cook foreign exchange service ads focus on holiday fun

TBWA\London has created a national press, poster and radio campaign for Thomas Cook's foreign exchange service, positioning it as the place to get holiday fun money.

The campaign, breaking on 13 May, also looks to support Thomas Cook's new price-led positioning. This year it will offer 0 per cent commission and a best rate guarantee on euros and US dollars.

The print campaign is made up of a series of ads featuring hand-drawn "doodles" on euros, US and Australian dollars. For example, a cocktail and sunglasses is drawn on to the picture of George Washington on the US dollar, while the character on the Australian note has a snorkel and mask added to his picture.

The radio commercials also communicate the idea of Thomas Cook as the provider of holiday fun money and carry the endline: "The best place to get your fun money."

Gemma Glover, the head of marketing at Thomas Cook, said: "The challenge was to communicate our new offerings to the marketplace in an impactful way. Holiday money is fun money, you spend it on entertainment, indulgence and excitement. We used this insight as the platform for our campaign and are very proud of the end result."

Jonathan Mildenhall, the managing director of TBWA, added: "We have chosen to disrupt this category by injecting a huge dose of irreverent humour."

The ads were written by Stuart Harkness and art directed by Kerry Gooden.

BLM handled the media planning and buying.

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