Thomas Cook Starts Its Fightback

  • News

Holiday firm Thomas Cook had a tough start to the year; but now it’s trying to turn things round with its biggest ever marketing campaign. The campaign, which will play out across numerous platforms including TV, uses the strapline “It’s a wonderful world, explore it with us”.

The campaign was launched last week to coincide with Visit England’s £5m domestic campaign. This is much earlier than normal, says Phil Aird-Mash, co-chief executive officer for Thomas Cook, but is designed to emphasis the company’s credentials as an all occasions holiday firm: “Whilst it is unprecedented for a travel company to embark on such a wide-reaching campaign at this time of year, for us it means our voice will be clearly heard. We are well known as a summer sun operator but our DNA is as a retailer and we wanted to make sure that we’re just as well known for this too.”

Aside from TV, the campaign will run in cinemas and via social media platform Facebook where there will be a chance to win a £20,000 holiday. The campaign will be accompanied by Joey Ramone’s Wonderful World.