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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