Thomas Cook fights back with major 'explore' campaign

The campaign encourages consumers to enjoy Thomas Cook's range of holiday destinations at home and abroad.

The TV ad, which breaks tonight, will be supported by radio, retail and digital activity.

Thomas Cook is launching the campaign in spring, instead of the traditional post-Christmas booking period, which runs throughout January.

Phil Aird-Mash, co-chief executive, Thomas Cook, said: "While it is unprecedented for a travel company to embark on such a wide-reaching campaign at this time of year, for us it means we'll really stand out and our voice will be clearly heard."

Thomson and First Choice owner TUI made a similar move last October, and told Marketing that launching campaigns for the two brands out of season created "huge talkability".

Thomas Cook's campaign will feature a recording of 'Wonderful World' by Joey Ramone, and marks the 140th anniversary since Mr Thomas Cook, the company’s founder, embarked on a round-the-world tour.

The campaign is supported by Thomas Cook's biggest piece of Facebook activity, which comprises of a competition for consumers to win a £20,000 holiday. Consumers must upload a photo of themselves that portrays an exploring spirit, to the Thomas Cook Facebook page, www.facebook.com/thomascook

Thomas Cook was yesterday (7 March) announced as one of VisitEngland's partners in its £5m domestic tourism campaign.

By way of support, Thomas Cook has launched a promotion around its Premier League Match Breaks holidays, which offers a 20.12% discount.

Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES

This article was first published on marketingmagazine.co.uk