The new brand replaces its current youth brand 2wentys and is aimed at aspirational 20-30-year old professionals that have their first job and “money in their pocket”.
The brand has two arms – Scene Hub for customers who like nightlife and want to be in lively resorts and Scene Style offering more upmarket, chic hotels with a designer feel.
TUI UK managing director David Burling says: “We want to make sure the Thomson brand resonates through all the life stages from cradle to grave for our customers and we’re not that represented in the 18-35 year old market.”
Marketing director Jeremy Ellis adds that the product line for the new brand is “chilled days, lively nights” and that there was a real opportunity in the market for such an offering.
“We will use the new brand to raise our profile and it allows us to stretch Thomson into place we have not been before.”
He said the new product would have full marketing support with social media and online activity likely to feature heavily to reach the target demographic.
Thomson has just launched its brand campaign ‘Discover Your Smile’.