Thomas Cook launches ‘group-wide’ campaign
Thomas Cook is launching its first ever group-wide marketing campaign to promote itself as an ‘omni-channel’ company.
The tour operator is promising a’ high tech, high touch experience’ for customers and is planning to involve real holidaymakers in its new One campaign as part of its pledge to ‘place the customer at the heart of everything’.
Real holidaymakers will be included in future marketing using photos they have shared with Thomas Cook via social media.
The campaign, launched in Germany yesterday, will extend to the Netherlands, Belgium and the Nordics in the coming weeks.
It is expected to launch in the UK around Christmas time.
The campaign messaging and look-and-feel will be the same across all markets, although each will be responsible for their own straplines and commercial messages, said the tour operator.
Harriet Green, chief executive officer, Thomas Cook Group, said: "For the first time in our history as a unified business, we have developed a game-changing communication concept across all our markets that truly differentiates the Thomas Cook Group by using all channels to interact with our customers."
Remo Masala, chief marketing officer, Thomas Cook Group, added: "The One campaign offers us a fantastic opportunity to fully engage and involve our customers as we look to inspire and excite them with a new visual style and identity based on ‘togetherness’. "
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