Thomas Cook is to sponsor three ITV shows from January to extend its peak season ‘Real Good Times’ campaign message.
The sponsorship deal will see the company sponsoring three prime-time TV programmes: Take Me Out and Take Me Out:The Gossip; Get Your Act Together; and Stars in Their Eyes.
The move follows the recent launch of its latest TV advertisements, part of a multi-million pound turn-of-year campaign aimed at tapping into the feelgood emotions of a holiday with a selfie-style format.
Take Me Out runs every Saturday night on ITV1 for ten weeks from January 3, with Take Me Out: The Gossip on ITV2.
Get Your Act Together, a new show involving celebrities learning new skills, is on every Sunday evening from January 18 for six weeks.
Stars in Their Eyes, the classic entertainment show, returns on January 10, running every Saturday evening for six weeks.
The sponsorship ‘idents’ will reflect the Real Good Times campaign, focusing on holidaymakers enjoying the company’s holiday experiences.
Thomas Cook’s campaign is also being rolled out to its retail travel agencies, as well as through digital marketing and on thomascook.com.
Thomas Cook shop windows, interiors and posters are now featuring vibrant images and colours to reflect the campaign, including wall hangings. In selected stores, there are plasma screens showing a 60 second edited version of the TV commercial, with tablet devices featuring 30 second versions.
Window displays are highlighting early booking offers for 2015 and promoting summer 2015 price match guarantees, all-inclusive holidays from £299 and more than 80,000 £1 children’s places.
Also as part of the campaign, holidaymakers are also being invited to share their own ‘Real Good Times’ photographs on social media platforms. Images will be used in future marketing. A special Facebook application and website will allow photos and video content to be uploaded, with the chance to win holiday prizes.