Thomas Cook’s multimillion-pound turn-of-year campaign aims to tap into the feelgood emotions of a holiday with a selfie-style format.
The Real Good Times multimedia campaign, which includes TV ads, focuses on the reality of a holiday, showing “real people enjoying real holidays”.
The ads feature ‘video selfies’ from genuine holidaymakers.
The company said the ads aimed to build Cook’s brand profile rather than focus on its product range, as previously.
The first of four TV ads will air between 9pm and 9.30pm on Boxing Day, featuring the tagline Real Good Times and hashtag #RGT, and set to Queen song Don’t Stop Me Now.
UK managing director Salman Sayed said: “Our marketing is moving from being a bit dry to becoming a lot more emotional.
“What we are reflecting in the campaign and what you will see across all channels is a spirit of adventure and togetherness.
It’s about happiness and what holidays should be about.
“You won’t see a Hollywood-style drama but what real people do on holiday – have fun. I’m hoping this will be the most talked‑about ad in January. We want to represent the reality of what customers can enjoy.”
Sayed said the campaign was integrated to offer a consistent message across all channels and markets.
“In the past we have had one message for retail shops, and another for social media channels. This year it is a truly integrated campaign and consistent,” he added.
The campaign launches on December 19 and will be followed by price-related offers in stores.
Cook’s second-edition 2015 brochures will be in shops from December 23, with early-booking offers including more than 80,000 kids’ places from £1 and new resorts in Bulgaria, Greece and Cape Verde.