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.
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."