Thomson and First Choice, the TUI-owned holiday brands, have launched a co-branded TV campaign in a bid to reassure consumers as the industry goes through a “time of change”.
The ad, which will run for a week, aims to show that the operators will offer free help and advice to travellers “no matter who they have booked with”. It has the strapline, “Here to help”, and shows representatives of both brands helping customers.
TUI says it is part of the company’s existing customer-focused business strategy, which was recently highlighted by the appointed marketing director Tim Williamson to the board role of customer director.
The campaign, which has been created by Beattie McGuinness Bungay, will run during shows such as The X Factor, The Bill, My Name is Earl, Grey’s Anatomy and CelebAir.
Andrew Laurillard, head of brand strategy, says: “It is vital that consumers hear from industry leaders at times such as these.”
TUI and Thomas Cook, holiday giants, launched a national press campaign earlier in September in a bid to reassure consumers after the collapse of XL Leisure, the industry’s third-largest operator. Both companies have been involved in bringing stranded holidaymakers home.