Thomas Cook says unified brand strategy will maintain growth

Thomas Cook says the unified brand strategy, which saw the introduction of a new group logo and strapline in October, will help maintain its recent turnaround in performance as it announces sales and profit increases for its full financial year. 

Thomas Cook
Thomas Cook’s new strapline.

The tour operator said today (28 November) pre-tax profit, excluding exceptional items, for the 12 months to 30 September increased to £263m, up from £177m a year earlier. Profit was boosted by a 1.3 per cent increase in revenue and lower costs.

The performance underlines the company’s recovery under the stewardship of chief executive Harriet Green and a revamped senior team including marketing director Mike Hoban. The company was forced to renegotiate the terms of its debt with banks in 2011 after a slump in bookings. 

Last month, it introduced a new “sunny heart” logo and strapline “Let’s Go” that sits across the group’s brands to reflect what Hoban told Marketing Week was part of its “revitalisation”.

In a statement announcing the full-year results, Green says the strategy will help maintain growth. “With our systemised approach to business, our products, people and processes and our powerful unified brand, we are confident of delivering significantly more.”



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