Thomas Cook has launched a brand partnership with the Madeira Promotion Bureau to promote the Portuguese island.
Re-launched in September as an online travel agency, Thomas Cook has been offering only quarantine-free destinations for this winter and says that Madeira’s travel corridor means it has been a popular choice.
The month-long campaign will see advertisements for Madeira on Thomas Cook’s website, social and digital display advertising, along with targeted email activity.
The collaboration is the first brand partnership for the new business and there is a dedicated landing page for customers to discover more about Madeira.
Phil Gardner, commercial director at Thomas Cook, said: “Since our relaunch we’ve been really pleased how many destinations have approached us to help them promote holidays for them.
“We’ve established a team that works directly with tourist boards and hotels to help them reach our customer base as well as British holidaymakers through our proprietary tools.
“Madeira is such a great year-round destination and to have that as our first partnership is a great collaboration.”
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Nuno Vale, executive director at Madeira Promotion Bureau, said: “It is a privilege to pioneer a cooperation with this new project from the Thomas Cook brand.
“Madeira has been able to position itself as one of the safest destinations in Europe. With its mild climate year-round, its stunning landscapes and nature activities, its blue sea full of wildlife, its gastronomy and high-quality hospitality, it is the perfect retreat for the post lockdown.
Chinese leisure company Fosun Tourism Group – which also owns Club Med – acquired the brand and online assets of Thomas Cook in November last year.