Red Brick Road to win 9m Thomas Cook ad business

Thomas Cook is expected to appoint Red Brick Road to handle its 9m advertising business, following a competitive pitch against undisclosed agencies.

Thomas%20CookThomas Cook is expected to appoint Red Brick Road to handle its £9m advertising business, following a competitive pitch against undisclosed agencies.

The pitch was handled by Oystercatchers. The holiday operator’s incumbent agencies, which include Company of Angels for the Thomas Cook brand and Clear Marketing for MyTravel, were invited to repitch.

The brief for Red Brick Road will be to handle advertising for the Thomas Cook group, including Thomas Cook, Airtours, Going Places, Direct Holidays, Thomas Cook Signature, Cruise Thomas Cook, Panorama, Manos and Cresta.

The appointment was made by Thomas Cook marketing director Gary Hockey-Morley.

The ad pitch has been going on since June and was overseen by Thomas Cook’s former interim marketing director Simon Carter, who left the group last week (MW September 25).

Thomas Cook’s most recent ad campaign emphasised the company’s 160-year history as a holiday operator. It was aimed at reassuring its UK customers following the collapse of XL Leisure Group, the UK’s third biggest holiday company, early last month.

In August, the travel business dropped four of its brands’ standalone websites, redirecting traffic to the Thomascook.com website.

The group merged with MyTravel last year, and also owns the Hotels4U.com booking website, which it paid £21m for last February.

Since the merger, Thomas Cook has been running campaigns carrying the tagline “Why go anywhere else?” The advertising focuses on the travel operator’s seasonal packages.

The company has also launched campaigns to promote its holidays to sporting events, such as the RickyHatton versus Malignaggi boxing match in Las Vegas on November 22, and Premier League football matches.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here