Published on Friday, November 25, 2011

Thomson looks to calm consumer nerves with new ad campaign

Trouble at Thomas Cook has prompted Thomson to launch an advertising campaign stressing that it is financially sound.

Unde the logo 'You're in Safe Hands', Thomson said the campaign launches today "following the recent turbulence experienced by another holiday company".

“When there is uncertainty in the marketplace, consumers want to book their holiday with a company that they can trust, and we want to reassure them that Thomson is in great shape," said Jeremy Ellis head of marketing at TUI UK & Ireland.

“This campaign also highlights the success of Thomson’s strategy of investing in distinctive, high quality product that the rest of the market is unable to copy.

"When the economy is slow, customers’ hard-earned two weeks away in the sun become even more important to them, so they want to be confident that they will have a great holiday experience.”

The campaign will launch in the Daily Telegraph, Mirror and City AM today (Friday) and the advert is also set to appear across key national press on both Saturday and Sunday this weekend.

It will also be supported by email and online marketing.

Yesterday, came under fire from Thomas Cook for an ad campaign asking customers if they'd been 'Thomas Crooked'.

Lowcostholidays quickly dropped the ads when Thomas Cook threatened legal action, blaming an 'over zealous' employee (see earlier story).


** What do you think of Thomson's ad campaign? What are you doing to reassure your customers? How has the Thomas Cook uncertaintly impacted your business?

Tell us by clicking on ADD A COMMENT below.

by Bev Fearis

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  • I got that email as well!

    However what I did find interest was located in the very small print at the bottom. Which only goes to prove the devil is always in the detail. I quote my email from Thomson. "The air holidays shown in this mailing are ATOL protected by the Civil Aviation Authority. The price will include the amount of £2.50 per person as part of the ATOL Protection Contribution we pay to the CAA. Our ATOL number is 2524. ATOL protection does not apply to all travel services shown." I have presumed the reference is to the holidays on offer in the email. A fair assumption? Now is it covered or not? Whatever the cover status is, if I am reading the email correctly then I will be charged £2.50 anyway. Whatever happens now I can foresee another package holiday war between the two big operators which is exactly what T.Cook doesn"t need or any of us want.

    By Paul Davis, Sunday, November 27, 2011

  • In safe hands?

    From the 'You're in safe hands with Thomson' email I've just received. You're in safe hands with a company that can't even be bothered to proof read a marketing email in the clamour to get one up on their competitor. At Thomson, we're proud of what we do and how we run our business, and we wouldn't want to confuse you with any other holiday company. We think our holidays are pretty special - and we're sure you will, too. Check out our latest offers below...

    By Iain Franklin, Friday, November 25, 2011

  • Now Thomson put the boot in to TC?

    I guess I can't blame Thomson for seizing the opportunity to advertise the security of booking with them - I haven't seen the ads yet, but I hope they aren't scaremongering too much! Doesn't help TC or the industry as a whole...

    By Niall Davison, Friday, November 25, 2011

  • Why the need to calm cutomers?

    Frankly I think the customers have been very calm. It was only a matter of time for the TUI/Thomson back stabbing knives to be out. I was so tempted to mention this fact in a post yesterday! but one prediction I will offer is I bet TUI/Thomson executives are trawling T.C's accommodation providers! I will also offer odds they are in Egypt as we speak. Thus adding another species of shark to the attacking Egyptian predator list. Only difference being these one's have surgically removed fins. For appearances sake! I also believe they are not quite as secure as they like to make out.

    By Paul Davis, Friday, November 25, 2011

  • not very subtle

    Opportunistic? Well yes, I hope Thomas Cook is making notes, because if a rival did this to me I would be spitting blood and looking for revenge

    By Paul Dendle, Friday, November 25, 2011

  • Shouldnt need to advertise safety!

    Brand has been in the market for some time now. It is therefore either considfered safe or not. Restating the safety with ad campaigns may raise more questions and create adverse affect.

    By TAMER ARLI, Friday, November 25, 2011

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