29 May 2009

Thomson prepares for launch of most expensive summer ad campaign

Thomson is launching its most expensive summer advertising campaign next month.

Based on its 2008 campaign 'Holidays Built With You in Mind’, it will have a secondary focus on the late booking market.

A new 30-second commercial will premier on June 8 and will continue throughout the summer.

The spot will still feature the same beach scene used in 2008, but the new version will see day become night.

"As the tide moves out, someone brings on the moon, which they hoist into the sky," explained Andrew Laurillard, head of brand strategy.

"As it floats upwards, its blue-white glow illuminates phosphorescence in the shallows of the sea. As a final touch, a Thomson rep throws up a handful of sparkling dust and a multitude of stars begin to twinkle.

"We'll be spending as much as we did during our January campaign and significantly more than we have ever spent during the summer booking period."

The TV advertising campaign will be supported online, and by regional print and radio activity in association with key partner tourist boards.

This will promote a range of late deals and some of the key destinations served by Thomson's 23 UK departure airports.

In its shops, Thomson said it will create a "cleaner, less cluttered window space" to give customers a better view in and out of the shop, and provide a platform for regularly-updated late deals.

The lates campaign will also be supported with a tactical mini-brochure featuring the latest prices and availability for summer 2009 holidays, which are being sent to a number of later booking customers.

Thomson’s most loyal, early booking customers will be sent personalised recommendations for their summer 2010 holiday with built-in incentives for those looking to book sooner rather than later.

By Bev Fearis