sports shop more than a holiday company, have relented.
But the real test will start in April at the start of the summer 2000 season when claims that its service will be unrivalled will come under close scrutiny.
According to managing director Simon Vincent, the £200m budgeted for the rebrand is beginning to pay off as public awareness increases.
“We are six percentage points better than we anticipated at the five month stage,” he said.
Vincent declined to reveal precise figures although it is believed 35% of the public name JMC when asked to think of three holiday companies.
Thomas Cook is using telecommunications company Orange as a benchmark to judge the development of JMC.
“We thought Orange had a similar feel to what we were trying with JMC,” said Vincent. “Both names were different and a similar amount of investment went into marketing the brand. It was a good company to judge ourselves against. Orange were six percentage points below what JMC is now which is very encouraging.”
As part of its pledge to work with agents, JMC is also launching seven trade panels each comprising 10 agents.
This scheme was delayed to drum up more interest but the operator said 3,000 questionnaires have now been returned.
From those responses, the 70 agents to sit on the panels have been selected with the first due to meet in early March. And like in summer 1999, a further 2000 customers will be sent on a JMC holiday to test run the product.
IT’S a little under six months since Thomas Cook unveiled its new tour operating brand claiming it would transform the package-holiday industry.
The launch of JMC, hailed by management as a significant moment in the history of the travel industry, was followed by blanket promotional activity.
Early criticisms of the JMC name, which many said resembled a building company or sports shop more than a holiday company, have relented.
But the real test will start in April at the start of the summer 2000 season when claims that its service will be unrivalled will come under close scrutiny.
According to managing director Simon Vincent, the £200m budgeted for the rebrand is beginning to pay off as public awareness increases.
“We are six percentage points better than we anticipated at the five month stage,” he said.
Vincent declined to reveal precise figures although it is believed 35% of the public name JMC when asked to think of three holiday companies.
Thomas Cook is using telecommunications company Orange as a benchmark to judge the development of JMC.
“We thought Orange had a similar feel to what we were trying with JMC,” said Vincent. “Both names were different and a similar amount of investment went into marketing the brand. It was a good company to judge ourselves against. Orange were six percentage points below what JMC is now which is very encouraging.”
As part of its pledge to work with agents, JMC is also launching seven trade panels each comprising 10 agents.
This scheme was delayed to drum up more interest but the operator said 3,000 questionnaires have now been returned.
From those responses, the 70 agents to sit on the panels have been selected with the first due to meet in early March. And like in summer 1999, a further 2000 customers will be sent on a JMC holiday to test run the product.