Thomson teams up with Yahoo!
Thomson is to sponsor the travel section on new online social search service Yahoo! Answers – www.yahoo.co.uk/answers
A daily travel question will be posted on the travel section of Yahoo! Answers, providing users with a forum to share travel ideas and tips.
The Thomson travel questions will cover topics ranging from favourite destinations to the best place to watch a sunset. The best answer to each will be selected and stored in a resolved questions folder, allowing users to pick up hints and recommendations on previously discussed subjects.
Thomson will also run display advertising that clicks-through to a range of the operator’s services including podcasts, customer reviews, 360 degree virtual tours and videos.
In addition to the Yahoo! Answers sponsorship deal, Thomson is also powering a branded video section on Yahoo! Travel, the first time the site has used video. The campaign runs until December 31.
Thomson head of online marketing Nathan Timmins said: “This level of brand integration is a real first for Thomson. Our sponsorship will allow us to increase our brand awareness and reach and engage with a younger, wider audience, who may not have viewed Thomson as an online player offering much more than just package holidays.”
Yahoo! media sales director Blake Chandlee said, “Thomson is a great example of a traditional direct marketer extending beyond pure acquisition based campaigns into the world of social media and integrating their brand into relevant consumer environments in an innovative way”.
Report by Phil Davies
Phil Davies
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