Thomson Holidays and First Choice Holidays are running separate turn-of-the-year campaigns focusing on value and families respectively.
Despite the merger of the two companies this year, the promotions are being used to continue the differentiation of the brands in the eyes of the consumer.
The Thomson campaign will launch in the national press on Boxing Day and will be backed by TV advertising, expected to be in the spring. The operator will use the same graphics as last year.
Other messages will focus on families, cruise, regional airport departures and revamped long-haul flights.
The First Choice ‘Arms Full’ campaign focuses on the importance of spending time as a family on holiday. The campaign launches with TV adverts on Christmas Day.
It will be further backed by adverts in selected women’s magazines from late January to March and cinema adverts at half term and Easter. Both campaigns will highlight all booking channels.
TUI Travel director of product and marketing Tim Williamson said: “First Choice and Thomson’s approach to turn-of-year messages reflects our ongoing strategy of maintaining separate brand identities in the eyes of the consumer with two distinctly different campaigns.”
Although the Thomas Cook Group was yet to release details of its own campaign it is believed to involve TV advertising.