Thomas Cook is aiming to shake up the holiday market with a new
company, JMC, and has appointed TBWA GGT Simons Palmer to create the
pounds 6 million launch campaign.
The new brand, which takes the initials of Thomas Cook’s son, John Mason
Cook, aims to be the UK’s number one package holiday company. Thomas
Cook is currently number three.
JMC has been created out of Thomas Cook’s Sunworld, Sunset and
Inspirations brands and its airlines, Flying Colours and Caledonian, all
of which will be rebranded.
The new company will introduce initiatives such as free pre-bookable
flights, clearer brochures and a consumer panel as a result of 12 months
of research into consumer preferences.
’There is undoubtedly a culture of consumer unrest, particularly in the
travel industry. Tour operators must recognise that the consumers are
more sophisticated, aware of their rights and expect value for money,’
Simon Vincent, managing director of JMC Holidays, said.
The launch phase of the campaign, which will run for six weeks, began on
1 September with ads running on every clock hour on every channel.
During the first week there will be the equivalent of one hour’s
advertising per day for the brand. Media was planned and bought by Booth
The main commercial features a number of holiday images, such as
swimming pools, a tour bus and luggage, covered in brown paper. This is
torn off to reveal the strapline: ’JMC is unwrapping the package holiday
piece by piece.’ It was written by Carol Haig, art directed by Phil
Martin and directed by Rob Sanders through Helen Langridge
Advertising spend for the brand is expected to total pounds 10 million
in its first six months.
Nick Kerr, managing partner at TBWA, said: ’We have been working on this
since the beginning of the year, but have obviously not been in a
position to announce anything until now.’