Multi-million pound campaign from Thomas Cook launches at the start of holiday season

Charlie Spargo's picture
Thomas Cook's Summer Campaign

As the school holidays begin, travel company Thomas Cook has launched its summer holiday campaign, to run across TV, radio, print, online and OOH.

The advertising push is designed to remind people what holidays are all about - the chance to relax and spend time with loved ones. It features the tagline 'This is Thomas Cook' to ensure people associate the travel operator with these aspirational thoughts.

The London-headquartered organisation, which was founded in 1841, is targeting families as well as individuals, hoping to overturn a difficult period for travel operators everywhere.

Phil Gardner, Sales, eCommerce & Marketing Director at Thomas Cook, said: “There’s no denying it’s been a tough 12 months for the travel industry from last summer’s prolonged heatwave to Brexit uncertainty and clearly Thomas Cook has been making headlines quite a bit recently.

“Our new campaign aims to remind the Great British public that Thomas Cook is here to help make memories that will last a lifetime. As always our own-brand hotels sit at the heart of what we offer to our customers and show that we have our finger on the pulse to curate holidays that best suit our customers’ needs – today and in the future.”

As acknowledged by Gardner, it has not been an easy year for Thomas Cook. In February, it was reported that bids had been made for the company's airline business, as well as the organisation in its entirety. It appointed restructuring specialists in April, after reporting debts of £1.6 billion, and a month later received £300 million of emergency funding from its banks.

See all the winners from the Prolific London Awards

The inaugural event championed creative brilliance from across the capital