Profile: Travelling salesman - Andrew Rayner, head of marketing, Thomson

then stepping up to head of marketing last year.

Rayner, who lives in North London and is soon to become a father for the
first time, embraced travel young, going around the world in a gap year.
His first job, in student recruitment, also took him overseas, with a
spell in Singapore. He got his first taste of advertising as an account
director at Riley Advertising in Birmingham, where he worked with
clients including the University of Bath.

Regarded as a good strategic thinker by colleagues, Rayner is close to
finishing his MBA at Warwick University, where he previously studied for
his BA in film and literature. Still a movie addict, he prefers arthouse
films - Fernando Meirelles' City Of God is his favourite.

Joining Thomson was an obvious choice for Rayner. 'It's a huge operation
that combines the fast-moving world of retail with the service sector,'
he enthuses. He is credited with having a firm understanding of
Thomson's brand and a genuine interest in consumer choices.

Simon Woolfe, strategic insight manager at the travel company, says that
this 'obsession with understanding the consumer' underpins all Rayner's
marketing activity. He has a habit of quizzing people he meets about who
they booked their last holiday with and whether they had a good
time.

With more people opting to book their own tailor-made holidays online,
Rayner is realistic about the challenges facing Thomson. 'We need to
show that we are not just about package holidays; we offer a range of
products, from flight-only to customised tours,' he says.

The past year has seen big changes at the company, including the
completion of a major restructure and the move of its head office to
Luton from North London. The operator also announced a reduction in the
commission payments it gives to agents, making marketing direct to
consumers even more important.

Jon Busk, deputy head of account management at DDB, who oversees
Thomson's advertising account and has worked with Rayner for the past
three years, says he takes all challenges in his stride. 'In a sector
characterised by a lot of shouting and inconsistency, he has gracefully
steered the brand with a consistent and engaging approach,' he adds.

Busk also notes the way that Rayner has modernised the Thomson brand
with a 'quiet determination' in the face of a raft of new online
companies and a change in the way consumers book their holidays.

While the industry has tied itself in knots debating whether the rise of
online spells the death of high-street travel agents, Rayner has deftly
combined the two channels. A Thomson ad campaign that broke last month
uses the line 'web prices on the high street', promoting not only the
group's website, but also its shops. 'A large proportion of people
prefer the reassurance of using a shop; others are more comfortable with
the web, or a combination of the two,' he says.

Armed with a £6m marketing budget, Rayner is keen to move away
from the traditional discount-led approach and increase his investment
in ambient and outdoor media to reach younger consumers on the move.

As well as supporting a significant investment in the group's web
offering, Rayner has introduced innovative direct marketing campaigns,
placed standalone web kiosks in Thomson shops and even trialled
interactive store windows.

Whichever marketing technique he adopts next, it will undoubtedly focus
on ensuring that Thomson is the first port of call for all types of
travellers, whatever their holiday plans.

CAREER HISTORY

1993-1995: Marketing executive, University of Warwick
1995-1998: Marketing manager, Alcan
1998-2001: Account director, Riley Advertising
2001-2002: Advertising manager, Lunn Poly
2002-2003: Group advertising manager, Thomson and Lunn Poly
2003-2004: Advertising and sponsorship manager, Thomson and Lunn Poly
2005-present: Head of marketing, Thomson