Direct Holidays, the Thomas Cook-owned travel brand, is repositioning in a bid to increase focus on its customers. It will be supported by a major ad campaign for the launch of its brochures for this winter and next summer.
The company says its new look revolves around its customers and the ad campaign will feature Direct Holidays customers, and will have the strapline “Direct Holidays – same holiday for less”. The ads have been created by Outside the Box.
Simon Carter, Thomas Cook executive director of marketing for UK and Ireland, says the idea is to reflect the brand’s customer focus in its repositioning and this is reflected in the idea to use consumer who have booked holidays with the company in its ads.
The repositioning campaign, which begins on July 31, will include regional and national press ads, over ten million consumer press inserts and direct mail that will distributed to more than one-and-a-half million customers over a period of twelve weeks.
Direct Sun’s latest brochures, for winter 2008/09 and summer 2009, will also be released this week. The brand will continue to only sell its holidays direct through its call centres, online or in one of its six high street stores.