Thomas Cook has appointed a marketing director to its new emergency service for holidaymakers, called Global Services, and is preparing to advertise the venture for the first time.
Former Scoot marketing director Richard Thackray becomes strategic marketing director for global networks and services and joins on December 1 after only six months with Scoot.
Global Services was launched in June this year at a cost of 20m. The scheme offers emergency travel services, legal and medical help, credit card replacement and global messaging, gift delivery, and translation services.
Thackray will also be responsible for developing the company’s direct insurance arm, which was launched earlier this year (MW July 2). The company is venturing into new areas such as general home, motor and medical insurance.
He will work alongside Stephen Vowles, the retail marketing director for Thomas Cook travel agencies, and he will report to Shaun Astley, managing director of Thomas Cook Global Services.
Thomas Cook is also likely to appoint an advertising agency to promote Global Services and its insurance products to consumers.
A Thomas Cook Global Services spokeswoman comments: “We are developing a retail proposition so that the man in the street can buy membership to global services or membership for a single trip.”
The travel giant is under increasing pressure to find new revenue streams as the launch of the single European currency will eliminate the money it makes from European foreign exchange.