Mall of America

Published on Tuesday, October 1, 2013

Say farewell to 'Don't just book it, Thomas Cook it'

It's in the Advertising Hall of Fame and is still remembered by most of the UK population, but 'Don't just book it...Thomas Cook it!' is being chopped for the last time.

The group's new management has decided that it doesn't reflect the new direction of the group and needs to go.

Under a major rebrand being announced today, the well known strapline will be replaced with 'Let's go' and the traditional Thomas Cook globe will make way for a sunny heart.

"Although it's one of those famous advertising lines, it doesn't represent the company we want to be," said Thomas Cook marketing and e-commerce director Mike Hoban.

"Firstly, it's an English phrase which only works with the Thomas Cook brand, but we are an international group of companies and we needed to come up with something that unites the group.

He said 'Let's go' is an international phrase that works across a range of brands.

"It works on three levels. Firstly, it encapsulates our promise to the consumer, ie let's go and have a great holiday. For our people it's a call to action and reminds them that we are in a service business, and it's also a phrase which speaks to our owners and our shareholders in the City."

Hoban said the gold sunny heart logo had been created to evoke warmth and emotion and worked for all types of holiday, even skiing.

"Then, the type in metallic grey reflects a high tech, digital Thomas Cook," he added.

"Investing in making this organisation more relevant can only help to complete the transformation, improve performance and significantly improve share price."

The strapline 'Don't just book it Thomas Cook it' was created in 1984, when John McEwan was at the helm, but was dropped in 1993. It was then reintroduced by former Group chief executive Manny Fontenla-Novoa in 2008 after Yougov research showed there was still a high level of recognition of the slogan, even among young consumers.


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  • New Thomas Cook Logo

    I am sitting in a Hotel in Mallorca looking at the Info Folders for various Tour Company clients. The one for VING - the Swedish part of Thomas Cook - had the much vaunted Golden Heart logo which appears to have been around for some time already !

    By JAMES HILL, Tuesday, October 8, 2013

  • Boring slogan

    Let's Go has little punch, originality or memorability. Far better to emphasise the brand's historical roots, while showing that it has moved on at the same time. I'm afraid that advertising copywriters just aren't up to the job these days. I predict a final decline in the Thomas Cook brand.

    By Diana Korchien, Wednesday, October 2, 2013

  • Male cow excreta

    All this is a waste having a strapline that nations know and dropping it is stupid and more thought should of gone into its restructuring

    By Paul Neaves, Tuesday, October 1, 2013

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