Thomas Cook has launched a multi-million pound advertising push across TV, radio, print, online and out-of-home platforms.
Featuring the strapline, “This Is Thomas Cook”, the new campaign will see a four-week run on TV, which kicked off last night (22 July) with 30-second adverts on ITV, Sky and Channel 4.
Six weeks of radio advertising will also run across Heart, Magic, DAX and Spotfiy as well as print ads in national newspapers.
A “large investment” from Cook in out-of-home advertising will also feature at roadside locations, shopping centres and railway stations in UK cities, including London tube stations and buses in zones one and two.
The campaign is aimed at appealing to consumers still looking for a last-minute getaway this summer and early-bookers for summer 2020.
Cook is currently in “advanced discussions” with Chinese conglomerate Fosun Tourism Group and financial partners over a £750 million rescue deal.
The deal would, in effect, break Cook up, with Fosun taking a controlling stake in the company’s group tour operator and minority interest in its group airline.
Phil Gardner, sales, e-commerce and marketing director at Thomas Cook UK, said: “There’s no denying it’s been a tough 12 months for the travel industry from last summer’s prolonged heatwave to Brexit uncertainty and clearly Thomas Cook has been making headlines quite a bit recently.
“Our new campaign aims to remind the great British public that Thomas Cook is here to help make memories that will last a lifetime.
“As always our own-brand hotels sit at the heart of what we offer to our customers and show that we have our finger on the pulse to curate holidays that best suit our customers’ needs – today and in the future.”