Thomas Cook has chosen a “light-hearted” television advert to showcase its cross-channel price promise and peak offers including “10% Off” and “Kids for a Quid”.
The TV activity forms part of a £5 million-plus turn-of-year marketing campaign, though the advert itself was created for the German market and has previously been seen across Continental Europe.
The advert features a Thomas Cook customer who sabotages his return transfer coach in order to extend his holiday, and launches on Christmas Day with slots including during Coronation Street on ITV.
The tone of the advert is in stark contrast to rival Tui’s, which focuses on memories of holidays and how its resort product has been updated.
Mike Hoban, marketing, sales and e-commerce director for Thomas Cook, said: “We know that many people stayed at home in 2012 as a result of financial concerns, but then were deflated when it rained – we’re looking to put a smile on people’s faces as they look forward to their holiday in 2013, highlighting the great offers we have on every Thomas Cook holiday.
“The peak campaign and trading period is a massively important part of our calendar – this year will see our biggest marketing campaign for many a year.”
He added: “Our campaign also launches in-store and online too, as well as regional radio across the UK – all highlighting the three ways to book and our new promise that however you book, you’ll pay the best price.”