Thomson/First Choice denies scare tactics with reassurance campaign
Sunday, 12 Jan, 2009
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Thomson and First Choice estimate that one million holidaymakers could be impacted by their travel provider going bust this year.
The TUI UK operators predict that following the large scale collapses of travel firms such as XL and Zoom in 2008, a further 100,000 people could be left stranded overseas in 2009.
The warnings came as the sister operators embark on the second phase of a new year advertising campaign designed to reassure holidaymakers and explain that ATOL protected holidays are financially guaranteed against company failure.
Customer director Tim Williamson said “It was important to us to take a more aggressive stance on this issue, so that people understand the risks.
“While there is some awareness of ATOL, 20 million British holidaymakers will make unprotected travel arrangements this year.
“If they know the facts and choose to do so, that is their prerogative.
“Our aim is not to scare consumers, but to reassure them that they can still get value for money and a wide range of holidays without having to worry whether their money is safe,”
The print campaign draws attention to the fact that scheduled and budget airlines are not ATOL protected.
The adverts, which will appear in national press and women’s weeklies, invite customers into a Thomson or First Choice shop for advice.
There are two versions with different headlines:
“Do-It-Yourself holidays”
Otherwise known as “if-your-airline-goes-bust-you’re on-your own holidays”
And:
“No frills, No Guarantees”
“Budget airlines don’t ATOL protect their flights. We do”
A television advert further strengthens the messages, offering reassurance to potential bookers and explaining the benefits of ATOL protection.
The creative is a follow up to an ad launched just one week after the collapse of XL and is set in a high street shop with a First Choice and Thomson travel agent talking to camera.
The new adverts appear two weeks after the company confirmed that all flight-only bookings with Thomson Airways are ATOL protected.
by Phil Davies
Phil Davies
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