Thomas Cook cut its TV spend by 74% in January and February, according to new market research.
Data from Nielsen Ad Dynamix also found Cook’s radio spend was reduced by 50%, print by 83% and digital by 94%.
Cook ran its turn-of-year TV ad, designed to appeal to millennials, later than normal this year.
The advertisement featured the operator’s newest hotel brand Cook’s Club and ran on E4 at the end of January. Traditional travel turn-of-year advertising campaigns run at the end of December or beginning of January.
The campaign also ran across digital, video, and social channels.
Cook’s main turn-of-year activity saw it sponsor a Christmas special of Channel 4’s Secret Life of 5 Year Olds on Holiday.
A spokeswoman for Cook told Campaign website: “We have reduced our marketing spend this year as we continue to streamline our cost base in what remains a competitive environment for holiday companies. Marketing remains an important part of our strategy to promote our own-brand hotels and differentiate Thomas Cook to new and existing customers.
“More than ever it is critical that we think innovatively to target the right audience, through the right channel at the right time. This was evidenced in our decision to go on TV in January for our Cook’s Club advert, when these younger customers are thinking about holidays, rather than during the traditional month of December.”
Read more: Thomas Cook marketing director to leave as group unveils restructure
Will Waggott to join Thomas Cook
Waggott ‘will make the right decisions for Cook’
Thomas Cook will ‘consider all options’ in group airline review
Cook declined to comment on whether any planned media spend had been cancelled or whether the reductions were set to continue at a similar rate throughout the year, Campaign reported.
In February Cook announced its group marketing director Jamie Queen would be leaving the leaving the business at the end of April.
Sales and e-commerce director Phil Gardner will add marketing to his existing commercial remit.
In February Cook announced it was putting its airline business up for sale following a poor financial performance last year which led the company to issue two profit warnings.
Most recently, former Tui Travel CFO and Travelopia chief executive Will Waggott was appointed chief of tour operating at the end of February.
Waggott will oversee tour operating divisions in the UK, continental Europe and northern Europe, with a focus on the “significant challenges” facing the UK tour operator.