Thomas Cook TV key weapon in marketing blitz

AS Cook will use its newly launched digital television channel as a ‘key weapon’ in the post-Christmas marketing battle.

In a U-turn on last year – when it branded TV advertising a waste of money – the group said the £3 million Thomas Cook TV channel would form the centrepiece of its 2002 campaign.

Head of distribution Andrew Windsor said: “We are coming into the key-selling period. This is one weapon to make sure we grab business through the high street, call centre or website.”

The digital channel, which went live last week, will be advertised on terrestrial television as well as on video clips and posters in Thomas Cook stores. There will also be a national newspaper and radio advertising campaigns.

Windsor admitted there was always a danger of the group’s message getting lost in the blitz of January travel advertising – one of the reasons television commercials were pulled last year – but maintained it made sense to launch the channel.

The group is spending slightly less on its 2002 campaign compared to last year as a result of cutbacks enforced after the September 11 attacks.

“Rather than spending a lot over different channels we have got one huge promotion based around Thomas Cook TV,” added Windsor.

The digital TV channel, expected to break even in a year, has programmes designed for different types of holidaymakers as well as interviews with tourists and information on insurance and health.

It contains exclusive daily deals, and although Airtours, Thomson and First Choice holidays are all featured, viewers are directed to Thomas Cook stores, call centres or its website to get the offers.

Head of Thomas Cook TV Katherine Gershon said the channel would not be bookable until digital TV companies lowered their fees and the technology was there to support it.

Thomas Cook TV is the fourth digital travel channel but the only one owned by a vertically integrated group. The sale of travel through TV currently has an estimated 3% market share. Thomas Cook also has plans to stream footage on to its website and show it on JMC aircraft and on other channels.

* Thomas Cook AG has pulled out of the ITB travel exhibition in Berlin next March to save money.