Thomson goes back to package holidays in peaks campaign

Thomson is going back to promoting its traditional package holidays in its peak booking marketing campaign.

Under the tagline -¬Ë-Every Single Detail, Taken Care Of-¬™, the operator is moving away from its previous campaign that focussed on components and the DIY aspect of its holidays.

It said in light of the demise of XL Leisure, its campaign would feature a strong message about the financial protection that Thomson customers receive.

A 60-second TV commercial launches on December 20 and will run through January and February.

Andrew Laurillard, head of brand strategy, said: -¬---This time of year is typically a time when travel companies advertise large price messages and although we will be doing this through other channels, on TV we want to stand out with messages about care, good service and financial protection, especially in the current climate where there is so much uncertainty following the collapse of XL.-¬~

Alongside the advertising campaign, Thomson-ªs shops are also set to get a facelift.

Shop windows and interiors will feature bright vibrant colours and images that highlight the -¬Ë-attention to detail-¬™ aspect, such as new wall hangings and Brochure Bay Headers

Meanwhile, First Choice Holidays has launched a new integrated marketing campaign aimed at the family market.

The campaign is themed around its swimming pools and their appeal to children.

The campaign builds on its successful 2008 campaign which focused on the tour operator-ªs market leading Swim Kids programme which taught over 7,000 children to swim as part of their holiday experience.By Bev Fearis

Wednesday, December 17, 2008

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