02 January 2009

TC makes 24-hour refund pledge regardless of ATOL

Thomas Cook is focusing on customer protection in its peak booking season campaign.

The operator is promising that all holidays, flights and cruises booked through Thomas Cook will be protected, so that if a company goes bust, customers will get a refund within 24 hours regardless of ATOL membership.

Group chief executive Manny Fontenla-Novoa said: "We are taking these steps in the absence of the Government making any changes to the ATOL scheme to protect all our customers’ money now.

"The collapse of several holidays companies this year highlighted the all-important area of financial protection is inadequate, but more importantly this is perhaps unknown when customers make a purchase."

He believes the Government will not back down over the protection issue because pressure from the airlines is too strong.

In its peaks campaign, the operator is also bringing back the slogan ‘Don’t just book it, Thomas Cook it’.

It said research showed that the slogan, last used in 1993, is still recognised by 75% or 35-44 year olds, and 24% of 15-24 year olds.

"For a marketing department to agree to go back to something is pretty unusual," joked Fontenla-Novoa. "But it was clear that this is still a powerful message."

By Bev Fearis

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slogan last used

Many press reports sugges the Don't Just Book It slogan was last used in 1993. I worked at TC from '97-2000 and it was used at some point within this period.

By steven lee, Tuesday, December 30, 2008