Thomson switches strategy to focus on the personal

Watch the new Thomson ad here.

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Thomson is replacing its long-running “built with you in mind” campaign for its 2011 summer holiday push with an approach that champions individual holiday needs and the tour operator’s different offerings.

The new strapline for the integrated campaign is “Your holiday to a T” and the strategy is to showcase Thomson’s sub-brands Thomson Families, Couples and Sensatori resorts.

It is the first brand activity since parent company TUI restructured in the summer and the position of chief customer officer, held by Tim Williamson, was made redundant. Managing director Johan Lundgren now directly heads up the marketing function.

The television ad, which breaks on Christmas Eve, asks viewers a series of different questions ranging from “Are you a night-owl or an early bird?” to “In amongst it or on the sidelines?” to illustrate the range of Thomson’s products. The ad shows people experiencing different things from their holidays.

The TV ad is soundtracked by the Beach Boys song Good Vibrations re-recorded by the Royal Philharmonic Orchestra, and runs until the end of February. It has been created by Beattie McGuiness Bungay.

It is supported by press, radio, email, direct mail and online activity and in-store with point of sale. To generate PR coverage the company is commissioning a national holiday survey to be published in the New Year.

The direct mail and email activity includes 1.3 million customers on the database receiving weekly offers while more than 250,000 people who recently travelled with the company receiving a DM pack. The communications will include personalised content based the customer’s previous history with the company.

The holiday market has suffered this year thanks to the economic downturn, the impact of the Icelandic ash cloud and the weak pound. Several smaller operators have gone out of business.

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