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Published on Wednesday, September 8, 2021

Thomas Cook re-imagines classic slogan for new campaign

Online-only travel agent Thomas Cook is marking first anniversary with the launch of a new video-sharing app and a marketing campaign to encourage people to book trips.

Reworking the famous 'Don't Just Book It' tag line, the brand has unveiled a new slogan - 'Love It, Book It, Thomas Cook It' and encourages people to share their holiday moments on its new Thomas Cook app.

The new app, which is live on iOS and Android app stores, allows users to create, upload and browse inspirational holiday content and then immediately click to book - taking them from liking a video to booking a holiday in a simple step.

It is the first of its kind to tap the trend for sharing and watching short video content and easily allow users to book one.

Thomas Cook has partnered with dozens of tourist boards, hoteliers and content creators, to fill the app with inspirational videos for users to follow and start planning their next holiday.

Users can also chat to Thomas Cook's agents directly through the app.

The brand's new slogan celebrates the line made famous by the original Thomas Cook business but gives it a modern twist.

It launches with a nationwide radio campaign and will be used across all of Thomas Cook's digital platforms.

Jo Migom, Thomas Cook's Chief Digital and Marketing Officer, said: "Since we launched the new business a year ago we've focused on making sure our customers understand how to travel and have great holidays. Now, we want to really start shouting about who we are as a new holiday company." 

"We can enable people to go beyond where other video apps go and help them book their dream holiday online, while giving the brand a more modern feel with our updated slogan."

It launched in September 2020 almost a year after Fosun Tourism Group's acquired the Thomas Cook brand and associated digital assets. 

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