Thomas Cook readies 2012 push

Thomas Cook is to launch a major nationwide push to promote its sponsorship of the London 2012 Olympic Games.

Sebastian Coe and Manny Fontenla Novoa Group CEO for Thomas Cook Group
Sebastian Coe and Manny Fontenla Novoa Group CEO for Thomas Cook Group

The travel company has signed a cash deal with the London Organising Committee of the Olympic and Paralympic Games (LOCOG) to become a tier two sponsor and exclusive provider of short breaks that will include accommodation, transport and event tickets to the Games.

The firm will promote the association through posters in its high street outlets as well as on its brochures and tickets and in the in-flight magazine and airline promotional videos.

On a conference call, Manny Fontenla-Nova, group chief executive of Thomas Cook, says it will look to promote the association “in any way we can”, adding “you cannot put a value” on the benefits the sponsorship brings. 

Thomas Cook will receive 3%, just over 250,000, of the tickets for the Games to be sold as part of a package deal. Fontenla-Novoa says the tour operator will use its “purchasing might” in a bid to make packages affordable.  

The appointment is part of LOCOG’s ticketing strategy to ensure event arenas and stadiums are full during the Games.

The Thomas Cook deal follows the appointment of Ticketmaster In July to work on the ticketing strategy, planning and set-up of the ticket sales process for the Games.

The travel company is the 23rd domestic sponsor of the Games and joins tier two sponsors Adecco, Cadbury, Cisco, Deloitte and UPS.

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