Thomas Cook relegates JMC brand
A Thomas Cook tour operating brand is to be introduced following the failure of the JMC name to penetrate all market sectors.
Thomas Cook’s decision follows a branding review which had led to the decision to split the company’s offering into “three core branding areas.” From next summer JMC will remain only for the families and young adults market, with Sunset reintroduced as the budget brand replacing JMC Essentials and the Thomas Cook brand targeting more confident or frequent travellers. The other brands in the Thomas Cook (UK) portfolio – including Style Holidays, Club 18-30, Neilson, and Sunworld Ireland – remain unchanged.
Manny Fontenla-Novoa, Managing Director for Thomas Cook (UK) Tour Operations said: “JMC has firmly established itself in the market within a very short time. Since its launch, this visually impactful brand has achieved high levels of awareness, recognition and trust with our customers and driven volume for our business. The industry has moved on a lot though, and we now want to use this period of change in market conditions not only to consolidate the business but to grow it. We feel the time is now right to add to our portfolio.
“Thomas Cook is the world’s best known and respected brand in travel. We have every intention to use to our advantage the leverage this brand offers and today’s announcement underpins this strategy.”
Thomas Cook has also announced that it is to introduce a new telephone based direct brand in the next few months. More details of the new brand, which is intended to compete against the Portland Direct, Eclipse and Direct Holiday brands will be announced in June. Simon Russell, Director for the Thomas Cook (UK) Tour Operations Direct Business said: “ This is an attractive area of the market where Thomas Cook is not present. From a group perspective, there is a clear need for us to establish a brand here to compete.”
See our previous stories:
08 Mar 2002: Thomas Cook expects package holiday sales fall
19 Feb 2002: Operators made correct capacity decisions, says report
13 Feb 2002:Research says operators could face difficult summer
07 Nov 2001: Thomas Cook announces Thomas Cook TV
31 Oct 2001: Thomas Cook to slash 1,500 UK jobs
26 Oct 2001 :
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