The first group-wide marketing campaign by Thomas Cook is to exploit social sharing as well as advertising to consumers.
The ‘One’ campaign is set to bring the group’s strategy of placing the customer at the heart of everything it does to life by incorporating real people.
Holidaymakers will be invited to share their photos on social media platforms, with the images incorporated into future marketing and product collaterals across all channels and markets.
The group-wide push, including TV advertising, kicks off in Germany today (Monday) with the UK expected to follow at Christmas to coincide with the peak booking period for summer 2015.
It will run across all communication channels – TV and print media, email marketing and social media – as part of the company’s omni-channel offering in store and online, as well as internal and external communications.
The campaign approach, messaging and look-and-feel will be incorporated into marketing activities across all source countries, although each will be responsible for their own straplines and commercial messages.
Group chief executive, Harriet Green, said: “For the first time in our history as a unified business, we have developed a game-changing communication concept across all our markets that truly differentiates the Thomas Cook Group by using all channels to interact with our customers.
“Using the same creative across all markets will allow us to work more efficiently together and achieve better results.
“It will also make it easier for our customers to understand the full strength and end-to-end value that travelling with one of our brands brings, coupled with our full innovative offering of services and products.”
Chief marketing officer, Remo Masala, added: “The One campaign offers us a fantastic opportunity to fully engage and involve our customers as we look to inspire and excite them with a new visual style and identity based on ‘togetherness’.
“Our aim is to engage with our customers on an emotional level with inspirational content that brings our holidays to life.
“We wanted to create stand out with a brand-building message that simply reiterates the great times our customers will have when on holiday with our brands.”
The new campaign was designed by Swedish advertising agency Forsman & Bodenfors.