Thomas Cook is to consolidate its partner marketing programme from 11 providers to one across key European markets.
The company is reducing its network down to one partner for the UK, France, Germany and Holland, as well as launching partner marketing activity in Austria and Switzerland.
Performance marketing company Affilinet has been selected to consolidate the company’s European partner marketing programme.
Cook aims to have a more centralised and cohesive approach to its online partner marketing activities, while retaining expert knowledge within the local markets, a statement said.
The programme will be supported by a single platform, offering uniform reporting and optimisation tools across all markets.
Thomascook.com group sales and marketing director Louise Mullock said: “The robust strategy and strong operational capability that Affilinet offered was a key factor in the decision to select them.
“Their singular platform will enable us to achieve operational efficiencies and reach a larger partner base.”
Dorothea von Wichert-Nick, chief executive for Affilinet across Europe, added: “Securing a deal with a brand like Thomas Cook is testament to the integrated approach we adopt in our client strategy across Europe.
“We believe that our ability to provide centralised consistency for online campaigns across multiple markets, while retaining local expert knowledge, will support Thomas Cook plans to grow the revenue from its partner marketing activities and complement its broader business strategy.”