Thomson unveils Sky weather idents

DDB London has created a series of Thomson holiday idents to sponsor Sky weather.

Aimed at a younger and slightly more up-market audience than the Thomson main brand, the spots are specifically designed to drive awareness of Thomson's new website, Thomson.co.uk.

Launched on 1 August, the site aims to cash in on the increasing number of people who are turning away from the package holiday, preferring to tailor their own breaks.

The website offers the flexibility of buying flights and accommodation separately. The idents use different endlines promoting "Thomson. co.uk. For hotels", "Thomson.co.uk. For flights" and "Thomson.co.uk. For city breaks".

In an attempt to tie Thomson in with Sky weather, the six 15-second spots star the former BBC weather presenter Ian McCaskill in a variety of holiday scenarios.

Breaking on 11 August, the ads play on McCaskill's role as a weatherman.

He is shown in a plane, looking out of the window and describing the different types of clouds. He also appears on a beach predicting the weather.

The year-long sponsorship deal was brokered by Media Planning Group and will see the Thomson idents appear on Sky every half an hour. This allows Thomson to tell consumers about the various benefits of its website.

"There is a natural synergy between holiday and weather," Judy Stark, the account director at DDB, explained.

The idents were written by Sam Oliver, art directed by Shishir Patel and directed by Guy Manwaring at Therapy Films.

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