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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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