Thomson is to focus on customer service and financial protection in its multi-million pound peak sales campaign that includes TV advertising for the first time in 18 months
TV advertisements for both Thomson and sister brand First Choice Holidays will appear on television on December 20 – earlier than its usual turn of year campaign, which traditionally starts on Boxing Day. The company has spent more than £2.5 million on the campaign.
Thomson’s campaign will run under the tagline ‘Every Single Detail, Taken Care Of’. Its TV advertising will highlight the benefits of going on a package holiday as opposed to DIY holidays, the focus for its previous turn-of-year campaign. These will avoid price messages in order to focus on service and financial protection following the collapse of the XL Leisure Group in September.
The advertisements show uniformed travel agents, overseas reps, pilots creating a holiday film-set in the TV advertisement. After covering the floor with sand, they create the perfect sky to build up a picture postcard beach scene.
The tour operator’s print campaign promotes the message that Thomson customers are financially protected under its ATOL and ABTA bonds, while its online advertising focuses on highlighting the company’s ‘caring’ approach to holidays.
Travel agencies will be revamped as part of the campaign with bright images highlighting the attention to detail theme. These replace the company’s previous picture designs used on window posters and shop advertising and will feature in shops from Christmas. Shops will also promote incentives such as low deposits for summer 2009 holidays, free kids places, insurance, foreign exchange benefits, no flight supplements and ATOL/ABTA protection.
First Choice’s advertising will appeal to the family market and will be themed around its swimming pools. Its TV advertisements will feature a lagoon-style pirate ship themed swimming pool with slides and a wave pool. Its print and online advertising will support the TV campaign and the 350 First Choice retail agencies will have posters highlighting the range of swimming pools under the same theme.
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