Thomas Cook’s advert featuring former footballer Jamie Redknapp and his ex-popstar wife Louise has had a “halo effect” on the rest of the industry.
Speakers at a Cimtig marketing group’s Question Time in London last night said the turn of year campaign featuring the celebrity couple had given a boost to other travel companies.
Tui UK communications director Christian Cull admitted that Tui has seen a surge in bookings thanks to its rival’s ad. He said: “Cook gets the Redknapps and we see a surge.”
He added: “I am pleased we have been able to maintain our brand marketing rather than deal advertising. We need to build brand differentiation and you can’t do that without brand marketing.”
Mark Maddock, Lastminute.com managing director UK and Ireland, said the firm was considering an advertising campaign for later in the year, but in the meantime had also enjoyed the halo effect of other travel firms’ advertising.
And Advantage travel agents consortium leisure direcor Julie Lo Bue Said said independents had also benefitted from the Redknapp campaign.
“We have increased our sales of the big two’s product. When there is a high profile ad campaign it helps independents too, so I see it as good for the whole industry,” she said.
Cook’s Rednapp ad was voted the most successful of 2010 in a poll run by Cimtig.