| Journal: TWUK | Section: |
| Title: | Issue Date: 22/05/00 |
| Author: | Page Number: 74 |
| Copyright: Other |
JMClays foundations for unwrapping brand
Well, it didn’t take long for JMC to be found out, did it?After all the razzmatazz of the launch, expensive adverts about unwrapping the package holiday and lavish pledges to be better than anyone else, what happened?
In the very first week of the season it has had to compensate 72 clients who arrived at the Alexander Hotel in Zante, Greece to find it was being rebuilt (see story on page 4).
It unwrapped that package holiday alright, the trouble is it then forgot to put it back together again.
Some choice coverage in the country’s biggest tabloid under the banner “Holidays from Hell” was the kind of advertising the new brand could have done without.
Of course, these are the kind of problems that happen to all tour operators and it’s not that JMC is a bad operator. Early reports are of many satisfied customers.
But JMC is not better than any of its rivals. And that’s the problem.
After promising the earth, I expect JMC could be in for an uncomfortable summer. Sources inside the operator tell us they are planning to “batten down the hatches” to escape possible flak.