THOMAS Cook will use its newly launched
digital television channel as a ‘key weapon’ in the post-Christmas marketing
battle.
In a U-turn on last year – when it branded
TV advertising a waste of money – the group said the £3 million Thomas Cook TV
channel would form the centrepiece of its 2002 campaign.
Head of distribution Andrew Windsor said:
“We are coming into the key-selling period. This is one weapon to make sure we
grab business through the high street, call centre or website.”
The digital channel, which went live last
week, will be advertised on terrestrial television as well as on video clips
and posters in Thomas Cook stores. There will also be a national newspaper and
radio advertising campaigns.
Windsor admitted there was always a danger
of the group’s message getting lost in the blitz of January travel advertising
– one of the reasons television commercials were pulled last year – but
maintained it made sense to launch the channel.
The group is spending slightly less on its
2002 campaign compared to last year as a result of cutbacks enforced after the
September 11 attacks.
“Rather than spending a lot over
different channels we have got one huge promotion based around Thomas Cook TV,”
added Windsor.
The digital TV channel, expected to break
even in a year, has programmes designed for different types of holidaymakers as
well as interviews with tourists and information on insurance and health.
It contains exclusive daily deals, and
although Airtours, Thomson and First Choice holidays are all featured, viewers
are directed to Thomas Cook stores, call centres or its website to get the
offers.
Head of Thomas Cook TV Katherine Gershon
said the channel would not be bookable until digital TV companies lowered their
fees and the technology was there to support it.
Thomas Cook TV is
the fourth digital travel channel but the only one owned by a vertically
integrated group. The sale of travel through TV currently has an estimated 3%
market share. Thomas Cook also has plans to stream footage on to its website
and show it on JMC aircraft and on other channels.
* Thomas Cook AG
has pulled out of the ITB travel exhibition in Berlin next March to save money.