Thomas Cook to target ski fanatics in cut-out scheme

Thomas Cook is targeting ski fanatics with a direct mail campaign to convince them to book early for next season.

Carlson Marketing Group's push targets consumers who have previously booked for a group or families. It offers new deals at discount prices.

The creative idea is to offer miniature ski and snowboard cut-outs to pass the time before the next skiing trip. The copy line: "we know you'll love these offers to bits

accompanies the cut-outs.

Thomas Cook's mailing launches on 6 May and offers a £50 discount per couple on holidays booked before 31 May. It also offers discounted visits to Xscape Sno-zone, an indoor snow slope in Milton Keynes, and a chance to win Salomon rucksacks.

The mailing is based around Thomas Cook's pro-position of "we understand your love of skiing". Last year, Carlson won a Campaign Direct award for its Thomas Cook Ski work.

Chris Martin, the executive creative director at Carlson, said: "Spring is the ideal time to keep customers' interest as they return from their skiing break. We've continued using a whimsical, light-hearted approach as early bookers are usually fanatical."

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).