The year-round campaign, starring actor James Nesbitt, starts Saturday (1 June). Television ads highlight the added value services such as online hotel previews and its travel money offering as well as the booking options – in-store, online or phone – available.
Activity also trumpets the range of family holidays, particularly at its Aquamania and Sunsplash hotels, on offer.
Sales and marketing director Mike Hoban says the campaign attempts to highlight the brand’s points of differentiation.
“We want to create and sustain stand-out for our brand and our customer promise – where, whatever booking channel they choose, whether that be online, by phone or in their local Thomas Cook branch, customers travelling abroad with us will benefit from the exceptional levels of knowledge and service they have come to expect from an experienced, trusted and iconic travel brand,” he adds.
Its launch follows the turnaround plan unveiled by chief executive Harriet Green in March. Green detailed several marketing-led measures, such as increasing marketing spend and consolidating its online presence, to achieve sales growth of 3.5 per cent by 2015.
Thomas Cook has endured a turbulent couple of years that saw profit slump and emergency debt refinancing.