Thomas Cook revives brand slogan
Thomas Cook is to reintroduce its well known strapline “Don’t just book it, Thomas Cook it!” in the company’s new advertising campaign today (26 December).
Thomas cook is also making a customer promise that a full refund will be offered should the company the holidaymaker has booked with fail. Thomas Cook will refund the customers’ money within 24 hours.
The pledge follows the recent failure of airlines and holiday companies such as XL that left some holidaymakers stranded and out of pocket.
The “Don’t just book it” phrase was last used in 1993 but the tour operator believes in a climate where holiday-makers are looking for security and reassurance it is time for the slogan’s return. Research carried out for Thomas Cook by YouGov shows 60 per cent of the public remembers the catchphrase and 75 per cent of 35-44-year-olds.
The television ad features more than 100 Thomas Cook employees who appear in various scenes carrying a large board, which as they come together at the end creates the customer guarantee “Whatever you book, we promise your money’s safe with us”.
The campaign, created by Company of Angels breaks with a five second teaser break bumper TV campaign. The full 30’ ad follows over subsequent days along with a six, 48 and 96 sheet outdoor campaign, a full national press-advertising programme and regional 30‘ radio spots.
Rival tour operator Thomson, owned by TUI Travel, and has also launched a brand campaign featuring its staff.
The TV ads stress the importance of service and financial protection and do not feature any price or destination message but carry the strapline “Every single detail, taken care of”.
The campaign has been created by Beattie McGuinness Bungay.
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