DON’T LIVE DON’T LIVE Thomas Cook launches CatsOnAPlane campaign
Thomas Cook Airlines is hoping to build on the public’s love of cats in social media in its new digital campaign.
The carrier appointed digital and creative agency Catch to launch its new advertising initiative, #CatsOnAPlane.
The campaign, which launches as part of a wider advertising initiative for Thomas Cook Airlines in both the UK and Germany, aims to highlight the airline’s belief that customers ‘deserve better’ when flying on their hard-earned holidays.
#CatsOnAPlane sees a team of furry testers try out Thomas Cook Airline’s newly refurbished fleet in a bid to highlight its quality.
The animals were used to test the interiors of both Thomas Cook Airlines’ planes and those from sister airline, Condor, playing on the perception of them being creatures of comfort.
The campaign will see activation across Twitter, Facebook and Instagram and involve a series of short videos.
These will show the feline characters challenging the brand’s standards including examining everything from the carrier’s award-winning service to comfort levels and seat quality.
The filming involved a 24-hour shoot with 10 cats – each with their own distinct personality – on an Airbus A330 and Boeing 767 at Manchester airport.
Each short video features the cats exploring different areas of the planes, including Premium Economy for Thomas Cook Airlines UK and Business Class for Condor.
To ensure no cats came to harm on the shoot, a was onsite for the full duration of filming.
The campaign draws on the popularity of Facebook sensations such as Grumpy Cat (pictured), although she doesn’t feature in the Thomas Cook ad.
Thomas Cook Airlines senior group marketing manager Tom Morey said: "No-one can assess comfort like a cat.
"They’re the hardest customers to please, which is why we wanted to test our new interiors with the best. And the results left the cautious kitties feline great."
Aside from the new digital campaign, Thomas Cook Airlines says it is drawing up contingency plans to avoid a ‘cat-astrophe’ this summer if the Unite union calls a strike over working conditions.
Lisa
Lisa joined Travel Weekly nearly 25 years ago as technology reporter and then sailed around the world for a couple of years as cruise correspondent, before becoming deputy editor. Now freelance, Lisa writes for various print and web publications, edits Corporate Traveller’s client magazine, Gateway, and works on the acclaimed Remembering Wildlife series of photography books, which raise awareness of nature’s most at-risk species and helps to fund their protection.
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