The online brand has reworked the famous “Don’t Just Book It, Thomas Cook it” phrase into a new slogan, “Love It, Book It, Thomas Cook It”.

Thomas Cook launched in September 2020 following China’s Fosun Tourism Group’s acquisition of the collapsed former Cook brand and its digital assets in November 2019.

Thomas Cook said the slogan “celebrates the line made famous by the former business but modernises it by reminding people about the little things they love about being on holiday”.

It will be launched with a nationwide radio campaign and social media activity costing a six-figure sum.

The new company has also revealed a video-sharing app that allows users to create, upload and browse holiday content and then click to book, taking them from liking a video to booking a holiday in one step. 

Thomas Cook claims it is the first of its kind to take the trend for sharing and watching video content and then to book. It has partnered with tourist boards, hoteliers and content creators to fill the app. Users can also chat to Thomas Cook’s agents directly through the app. 

Jo Migom, Thomas Cook’s chief digital and marketing officer, said: “Since we launched the new business a year ago we’ve focused on making sure our customers understand how to travel and have great holidays. Now, we want to really start shouting about who we are as a new holiday company and allow people to get back to the things they love.  
 
“Our combination of expertise, brand heritage and tech means we can enable people to go beyond where other video apps go and help them book their dream holiday online, while giving the brand a more modern feel with our updated slogan.”