Published on Wednesday, December 28, 2011

Thomas Cook launches vital post-Christmas advertising campaign

Thomas Cook has launched its post-Christmas advertising campaign, offering up to £400 off summer holidays.

The operator, whose reputation and share price took a knock when it had to ask the banks for more money last month, is also promoting its Price Beat Promise.

The campaign is arguably the most important peak booking ad campaign the operator has ever launched as it looks to reassure customers that it's business as usual.

Launching the campaign, Ian Ailles, Thomas Cook UK & Ireland’s mainstream CEO, said: “If there’s one thing as valuable as money it’s time, we’ve been saving it for customers for 170 years.

"We’ll give holidaymakers as much or as little time and advice as they need in store to make the right decision. Those looking for a great deal over the holiday weekend can call us or visit our website and take advantage of the best prices on fantastic holidays.”

The ad campaign focuses on destinations and Thomas Cook’s 170 year history.

It launched online, in stores and on TV on Boxing Day and will start  in press and radio from 31 December.

by Bev Fearis

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  • Living in Dream land!

    Keith, I agree in principle. However you are slightly adrift on the amount owed. From what we have been led to believe the debt is closer to a billion GBP. Time as a selling and promotional aid has a touch of irony about it, seeing as I suspect TC was days away from collapse without the extra 100 million which caused all the fuss last and this month. The total amounts concerned means they do not have a cash problem anymore. Their bankers have. Unless there is a major turnaround in the travel industry within the next 12 months (hmmm...)We will one day be reading of TC's (yes sad) demise. More over the trade knows it and what is scary for TC after airing their dirty washing in such a public manner so do their future potential clients.

    By Paul Davis, Friday, December 30, 2011

  • Distressed Advertising!

    Twenty-five years ago whilst in a sales team if any of us came up with a "Won't be beaten on Price" idea for an advert, we got short shrift from the CEO (not his title in those days he was just the boss!) That is distressed advertising he would say, and the last step to going under. But I see this form of advertising everywhere these days. This does not mean I would enter into the fray with this form of advert, it just starts a dutch auction situation as clients go back and forth between agents getting the price shaved each time using the price promise. Hate that. What is more I am so pleased when the clients realise I wont play the lets sell holidays for no profit game. You just end up a busy fool......and bust.

    By Paul Davis, Thursday, December 29, 2011

  • More of the same?

    I wonder why a focus on it's history might reassure customers. Having to borrow &#pound;200 million to survive would still concern me as it still has to be paid back. Maybe a focus on quality rather than this constant margin-squeezing discounting would do TC more good!

    By Keith Standen, Thursday, December 29, 2011

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