Thomas Cook taps Pinterest aesthetic for 'Real Good Times' Christmas booking campaign

Thomas Cook has drawn inspiration from Pinterest and Instagram for this year's Christmas booking campaign, called 'Real Good Times'.

Thomas Cook: taps into authentic holiday experiences for summer 2015 campaign
Thomas Cook: taps into authentic holiday experiences for summer 2015 campaign

The campaign, promoting summer holidays for 2015, acknowledges that consumers increasingly look to Pinterest and Instagram for holiday ideas rather than the traditional glossy brochure.

The multimillion-pound, multi-channel campaign will run from 19 December in the UK and centres on TV spots that show holidaymakers through different perspectives, such as from the perspective of a GoPro camera, or a camera on a selfie stick.

The spots also feature Queen’s Don’t Stop Me Now and will air on Boxing Day.

Jamie Queen, marketing director at Thomas Cook, told Marketing that the company’s spending mix had shifted significantly towards digital for the first time, though he was unable to give figures.

We are in a good place from a marketing point of view – we have seen a change in people, but we have a stable leadership structure

He said: "We are spending significantly more on digital this year and moved our spend around. We are investing more in programmatic, more in online display ads and more in social media."

Queen said Thomas Cook had based the aesthetic direction of the ‘Real Good Times’ campaign on its own customer insights, as part of the company’s wider attempts to put customers at the heart of its business.

He said: "We use technology much more as an organisation, and in terms of what customers relate to in terms of media, people look for inspiration via Pinterest and Instagram.

"It’s important to be relevant for consumers and we are much  more modern than we have [previously] been perceived."

Thomas Cook stable

The campaign marks Thomas Cook’s first group-wide marketing activity, first announced last month. Queen said the company would continue its unified brand proposition going into 2015, though he noted the campaign differs slightly country to country.

Thomas Cook has reshuffled its marketing department over the past year. Queen was promoted to marketing director in September after the departure of predecessor Mike Hoban.

Queen said the company was "stable" and focused on building emotional connections between customers and its roster of brands.

He said: "We are in a good place from a marketing point of view – we have seen a change in people, but we have a stable leadership structure."