Thomas Cook and US marketing body extend partnership
Brand USA has extended its multimillion dollar marketing partnership deal with Thomas Cook to promote the US as well as the operator’s US holidays and new flights to New York, Miami and Las Vegas.
The partnership is the largest marketing partnership Brand USA currently has with a travel retailer in Europe.
At the centre of the agreement is an online competition highlighting the USA’s outdoor attractions, which Thomas Cook is promoting in-store and via direct mail, social media and in-flight channels throughout Austria, Belgium, France, Germany, the Netherlands, Sweden, Switzerland as well as the UK.
The campaign will be further supported via Brand USA’s consumer website DiscoverAmerica.com and Brand USA’s travel agent training platform, the USA Discovery Program (www.USADiscoveryProgram.co.uk), which includes a dedicated sign-up for Thomas Cook agents.
"We are delighted to be extending our partnership with Brand USA and are very excited about promoting America’s Great Outdoors and our new US routes through this omni-channel campaign within new European source markets." said Thomas Cook’s group head of media & partnerships Stuart Adamson.
The competition which will run throughout September.
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Global tourism exceeds 1.5 billion travelers announces UN-Tourism
Qatar Airways offers reduced timetable to over 60 destinations
WTTC global tourism reached record economic impact of 11 trillion in 2025
Hands In, UATP join forces for airline multi-card payments
Overseas travelers to the United States declined by 2.5% in 2025