The Thomas Cook Group has launched a new group-wide marketing strategy which will feature members of the public.

The new marketing strategy, the One campaign, will be available across all channels and will be rolled out in the UK in time for Christmas having been launched in other European countries beforehand. The campaign has been launched in Germany this week.

The campaign will encourage customers to share their pictures on social media and which can then be incorporated into future marketing and product schemes across all channels and markets.

Chief executive Harriet Green said: “For the first time in our history as a unified business, we have developed a game-changing communication concept across all our markets that truly differentiates the Thomas Cook Group by using all channels to interact with our customers.

“Using the same creative across all markets will allow us to work more efficiently together and achieve better results.

“It will also make it easier for our customers to understand the full strength and end-to-end value that travelling with one of our brands brings, coupled with our full innovative offering of services and products.”

Chief marketing officer Remo Masala added: “The One campaign offers us a fantastic opportunity to fully engage and involve our customers as we look to inspire and excite them with a new visual style and identity based on ‘togetherness’. 

“Our aim is to engage with our customers on an emotional level with inspirational content that brings our holidays to life.

“We wanted to create stand out with a brand-building message that simply reiterates the great times our customers will have when on holiday with our brands.”