Thomson to change tack on Skytours

Thomson Holidays is to reposition its Skytours sub-brand away from bargain holidays to target families, as it starts an overhaul of the company’s brand portfolio.

Marketing and commercial director Shaun Powell says: “We are positioning Skytours as a family brand offering value holidays.”

He adds: “Thomson has a number of brands and sub-brands and we are in the process of pulling them apart and differentiating them.”

A new ad for Skytours through Mustoe Merriman Herring Levy breaks today (Wednesday).

The ad is a spoof of a public information family planning campaign featuring a couple in bed being warned about the responsibilities and financial cost of parenthood.

As part of the repositioning, Skytours is offering free child places for families, including single parent families.

Thomson Holidays accounts for about 30 per cent of the package holiday market. It awarded its creative account to HHCL & Partners in May.

The agency has been given the task of re-educating Thomson’s customers about the role of an annual holiday. Thomson spends about 7m per year on advertising.

Thomson media decision, page 15

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