Thomson will feature one of its agents across its key turn-of-year campaign for the first time in five years.
Cardiff superstore agent Alex Porter stars in the company’s new television ads as well as photography and digital material for brand promotions.
The Thomson ad – a new version of the one that aired earlier this year featuring Miles the Bear – will return on December 22 with 60-second and 30-second versions, featuring Porter.
On January 19, a second wave of 20-second product-related ads will air on TV and go live across social media, digital platforms and online.
The product-themed campaigns will highlight long-haul destinations, such as Costa Rica and Mauritius, that customers might not expect from Thomson, as well as other ads showing off the operator’s Dreamliner aircraft and Sensatori properties.
Amanda Lakin, creator of the Discover Your Smile campaign and Thomson’s general manager for brand advertising, said: “To have a member of the retail team supporting the campaign and featuring in it is great for us. In store, [Porter] should get so much traction from customers recognising her from the ads.
“For us it was important the turn-of-year campaign was relevant to our package heartland and to reach out to those who don’t know how far package holidays have come over the years – these are our package holiday ‘prospects’.”
Lakin said the Discover Your Smile ad campaign was the first to encompass its retail operation, but that it was about a lot more than Miles the Bear, adding: “The most important takeaway from the campaign is the smile, and the smile customers can discover with Thomson.”
Lakin said an integrated online approach would help make the new campaign a success, with an exclusive element also running on social media telling an extended story of Miles the Bear and Una the Unicorn.
Thomson agents last featured in the operator’s advertising in 2009, when eight members of staff from across the country were part of a campaign.