The TV, print, online and direct marketing activity, billed by Thomson as its “biggest ever” campaign, will break next month and aims to push the TUI Travel-owned brand’s customer service credentials and late deals.
The holiday operator has amended its ‘Holidays Built With You in Mind’ TV spot, created by Beattie, McGuinness and Bungay, to include details of the late deals it has to offer.
A new execution, ‘Day to Night’, will feature the beach scene of last year’s ad but will also show a night-time scene.
Print, online and CRM activity will also push the late deals on offer.
The campaign comes as the travel industry braces itself for drop in forward bookings and an upturn in demand for late deals as customers seek out bargains in the economic downturn.
However, both TUI and Thomas Cook have both indicated this month that bookings have increased in recent month.