Thomas Cook replaces Redknapps with 'destination focused' ads

Thomas Cook introduced the Redknapps in its 2010 campaign, which ran alongside the revived "Don't book it, Thomas Cook it" strapline.

The new campaign, which launched on TV on Boxing Day and is supported by print and radio activity,  features five 30-second ads that showcase Thomas Cook's range of resorts at its "Top five summer destinations" – the Balearic Islands, Canaries, Greece, Cyprus and Turkey.

The ads will run across ITV, Channel 4, Five, and Sky, while also debuting on on-demand channels 4oD and ITVPlayer.

The ads are supporting Thomas Cook's offer of up to £400 off its summer holidays and its "cheapest price" guarantee, which claims will beat rivals in price.

Michael Johnson, Marketing Director at Thomas Cook UK & Ireland said, "This year we're showcasing our most popular destinations with some stunning footage and highlighting our exclusive product range.

"As the cold weather plays its part in turning people's thoughts to sunnier climes as they look to book their well deserved holiday, we’re sure that our new campaign will help holidaymakers dream of next summer."

Thomas Cook reported £398m loss in its full year results released in December last year, following the company's issue of three profit-warnings and the exit of its chief-executive, Manny Fontenla-Novoa.

Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES

This article was first published on marketingmagazine.co.uk