Thomas Cook’s collapse into liquidation could mean the end for the 178-year-old brand but if a buyer can be found its heritage and customer love suggests it is worth saving.
Whether or not Thomas Cook responds to financial rumours, once trust in its stability is undermined its brand equity will erode, obliterating future sales.
Simple data from ‘travel intenders’ powers significant volumes of partnerships for the 3,000 hotels and tourist boards Thomas Cook works with to help them get more bookings.
The new campaign will also see the tour operator move into native TV content for the first time as it looks to better communicate what makes it different.
As the cost of living rises and consumers struggle to get on the property ladder older demographics that exist today will be wiped out and new ones will emerge, so marketers must prepare for change.
Thomas Cook set up an apprenticeship scheme to deal with the challenge of finding digital marketers but has found other advantages for the company.
Thomas Cook says its new campaign represents the needs and tastes of a “modern nation”.
Travel brand Thomas Cook has credited a rise in all-inclusive bookings as it tells customers ‘Leave it to us, you’re on holiday’ for its 2016 marketing campaign.
Programmatic buying has more uses than simply maximising the clicks you get on online display ads – it is also being used by brands for a variety of more subtle purposes.
While lounging on a sunbed at the hotel before booking your holiday might have sounded a bit farfetched in the past, it’s now a (virtual) reality. Thomas Cook and Thomson tell Marketing Week how technology is helping travel agents to evolve.
From putting purpose at the heart of the narrative to implementing a “newsroom style” approach to content creation, we highlight the top five methods companies can adopt to create better video, according to the brands and agencies that spoke at this week’s Video Masterclass, presented by Marketing Week and Econsultancy.