Thomson eyes ‘high impact’ out of home ads to push Dreamliner

Thomson is to focus on high impact out of home advertising near airports to promote its fleet of Dreamliner aircraft and claims there are no perception problems among its customers despite several high profile groundings in the past 12 months.

Thomson Gatwick ad
Thomson ad at Gatwick Airport.

The brand has today (1 October) unveiled a 500 square metre outdoor ad, its “largest” ever, to promote the benefits of the Boeing made 787 Dreamliner and the long-haul destinations they fly to from Gatwick Airport. The 500 square metre poster covers the entire back wall of the check-in area.

Rebecca Edwards, general manager for brand management at Thomson’s parent company TUI UK and Ireland, told Marketing Week it will look at doing more high impact out-of-home campaigns in and around the UK’s other major airports that are “fresh, new and drive impact” among travellers. 

The unveiling of the campaign follows two separate incidents at the weekend that saw Norwegian and Polish airlines forced to ground 787 Dreamliner groundings because of technical glitches. The incidents are among a glut of problems reported for the aircraft in 2013.

Responding to a question about whether the problems have damaged perception of the Dreamliner brand, Edwards says the response of Thomson customers has been positive. “People are loving the new service”, she adds.  

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