Thomas Cook invests in advertiser funded TV show
Thomas Cook has partnered with Channel 4 for a one-off special as part of the popular television series Secret Life of 5 Year Olds.
The advertiser funded programme, the first for Thomas Cook, will be aired on December 28.
The 30-minute programme will show how a group of 4, 5 and 6 year olds interact and play together at Cook’s Sunwing Sandy Bay family resort in Cyprus.
It will be accompanied by a six-part online mini-series on All 4.
Launching on All 4 straight after the Channel 4 special, each mini episode will focus on a different theme in a child’s development from learning to swim to trying new foods.
The children’s actions and reactions will be watched closely by the psychology experts to reveal the science behind their behaviours.
The series will also follow some of the children’s reaction to going abroad for the very first time.
Chris Chalmers, marketing and e-commerce director at Thomas Cook UK, said: "This partnership with Channel 4 represents a real step change in Thomas Cook’s marketing approach to parents.
"The hugely popular series that is watched by over a million parents is being transported to one of the most treasured times of the year for families up and down the country – the family holiday.
“As well as making parents laugh and remind them of their own children on holiday, we hope it will challenge misconceptions that package holidays are a one size fits all approach and get parents to look again at how Thomas Cook can meet their family’s needs."
The partnership will also be ‘brought to life’ on Thomas Cook’s website, in retail stores across the country and the mini-series will be available to watch on Thomas Cook Airlines UK long-haul flights later this year.
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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