Thomas Cook unveils TV ads in bid to become Europe's 'best loved' travel brand

Thomas Cook: going after the package holidaymaker
Thomas Cook: going after the package holidaymaker

Thomas Cook has launched its January campaign under the new tagline 'Leave it to us. You're on holiday'.

Firmly targeted at the mass market, the drive - spearheaded by TV ads - comes as the travel company reports its first profit in five years.

The firm posted a pre-tax profit of £50m for the year to September, crediting a strong performance in its UK business.

Jamie Queen, marketing and e-commerce director, said: "Our goal is to become Europe’s best-loved travel company. We released our full year results last month, and it’s our first profit after five years.

"This campaign is building on the success of the last year for Thomas Cook."

The campaign, created by Albion, comprises four spots building on the insight that Thomas Cook customers want to leave the nitty gritty of organising a holiday to a travel brand they trust.

The first ad shows a small boy dancing to his own beat next to a swimming pool, followed by his mother laden with inflatables. Watched by the lifeguard, the boy continues dancing before diving into the pool.

Queen said: "We put a huge amount of work into understanding what our customers really want, and how their holiday experiences are changing.

"They want to experience their holidays with their partners, family and children, and they just want to have the permission to be themselves on holiday – leaving transfers and flights to us. That’s where the campaign comes from, that insight."

The integrated campaign launched in UK cinemas during the first Star Wars: The Force Awakens screenings, and will air on ITV during its charity appeal Text Santa.  It will also run across Thomas Cook’s shops, online, social, outdoor and radio.

For Queen, consistency of brand and the ability to provide package holidays is a key differentiator for Thomas Cook in a world of ‘DIY’ travel brands like Airbnb and SkyScanner.

He said: "I think customers are looking for a travel and holiday provider to provide security and that trusted experience – we’re able to do that. They don’t need to worry about individual connections or tickets, they just go on holiday."

Queen also cited Thomas Cook Airlines as an important point of differentiation. The travel brand invested £100m in the last year to refurbish around 60 aircraft, adding in-flight entertainment and business class on long-haul flights.

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