Thomson Holidays is developing its first television advertising campaign for three years. The &£3m UK ad is aimed at defending the holiday company’s position against online travel companies such as Expedia, Opodo and Travelocity.
The campaign is being developed by DDB London specifically for the UK market and is being shot in Jamaica. Marketing director Hugh Edwards confirmed that the campaign was not “season specific or deal specific”. He could not say when it would run.
Thomson Holidays, owned by TUI UK, has not advertised on TV since 2001 when it ran a campaign featuring characters dressed in Victorian period costume. The advertising was created by HHCL & Partners.
Edwards says: “We are taking the main Thomson brand back on to TV to reaffirm Thomson as the market leader. We are going to broaden the appeal of the brand”
Edwards is working to develop Thomson as a “power brand” within the travel industry and is also looking for a TV programme and a live music or entertainment event for Thomson to sponsor. The company already sponsors Tottenham Hotspur Football Club.
TUI recently launched a low-cost airline operation called Thomsonfly.com based in Coventry (MW December 18, 2003).