Travel brands use marketing to focus on customer service

TUI UK’s two travel brands, Thomson Holidays and First Choice, have overhauled their annual marketing campaigns to focus on customer service, digital CRM and added value.

Thomson’s marketing will highlight how the customer is at the heart of the company’s operations and its television campaign will use real staff.
The TV ad will continue to be underpinned by the “Holidays built with you in mind” strapline established last year and will show how Thomson staff attend to the finer details and personal touches of people’s holidays.

Thomson will also launch a series of CRM initiatives including its most personalised series of emails so far, which will draw on information supplied by customers’ web searches.

In January, the company will launch “My Holiday Alerts”, an email service that allows customers to state their holiday preferences and decide the frequency of alerts.

First Choice, the TUI UK brand aimed at the family market, will continue to promote its “Splash” resorts, hotels with children’s pools.

Press, direct mail, eCRM and retail activity will focus on a “More” message, with themes such as more baggage allowance. Recently appointed digital agency Media Contacts has helped develop a strategy to increase the brand’s presence on Google and TripAdvisor.

Both TV campaigns are the work of Beattie McGuiness Bungay.

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