Report by
Steve Jones
THOMAS
Cook is dumping its entire TV advertising campaign, branding it a waste of
money, as retail discounts are set to hit 50% immediately after Christmas.
The
retailer wants to distance itself from the post-Christmas television
advertising frenzy because it believes the campaigns have virtually no impact
on the public.
The axing
of its TV campaign, which is believed to have cost the operator £2 million last
year, is part of long-term plans to maximise the potential of the Thomas Cook
brand which senior management claim has been under-exploited for years.
Thomas
Cook retail managing director Manny Fontenla-Novoa said a Thomas Cook price
campaign will be launched in newspapers – but other adverts, including posters,
will focus on the brand, using the strapline, “It’s time to leave the country.”
He said less than one in 10 people take
notice of television adverts.