The “You want, We do” promotion will run in all of Cook’s markets.

The operator said the campaign “recognises that everyone wants something slightly different from their holiday, be it family time, play time or more time”.

The promotion, which uses footage, GIFs and cartoons, centres on a 30-second master TV advert which will launch on Christmas Day during The Lion King on ITV.

Online advertising will begin on Friday December 23 alongside social, digital, radio and out-of-home, and continue throughout next year.

Cook stores will receive creatives which “links back to the campaign”, with Co-operative Travel’s varying slightly.

Cook has also created adverts for its own-brand hotel concepts and others highlighting its range.

Jamie Queen, marketing director for Thomas Cook Group and UK, said: “This year, the customer remains at

the very heart of the campaign while celebrating and acknowledging their individuality, and reminds them that whatever type of holiday they want, Thomas Cook can offer it.

“We hope it makes people smile, laugh and consider what they want from their next break away.

“The You want, We do campaign has also been designed for the fragmented media world we live in today, as well as the way in which customers research and book holidays across multiple channels.”

Queen added: “For me it felt quite natural to include a same-sex couple, and I think Thomas Cook needs to

reflect the broad range of customers who go on holiday with us.”

Asked whether this was the first time Cook had used a same-sex couple in a national advert, Queen said: “To my knowledge, yes. At least in recent history.”