Thomas Cook is marking the first anniversary of the brand’s relaunch as an online agency with a new video-sharing app and “six-figure investment” in a marketing campaign.
The brand has reworked the famous “Don’t Just Book It” slogan into “Love It, Book It, Thomas Cook It”, and urges customers share their holiday moments on its new app.
The app allows users to create, upload and browse holiday content and then click to book.
Thomas Cook claimed it is “the first of its kind” to take the trend for sharing and watching videos and allowing customers to book.
The OTA has partnered with dozens of tourist boards, hoteliers and content creators to fill the app with hundreds of videos for users to follow and start planning their next holiday.
Users can also chat to Thomas Cook’s agents directly through the app to help make the booking – as well as getting support while on holiday.
The brand’s new slogan will be featured on a nationwide radio campaign and social activity.
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Jo Migom, Thomas Cook’s chief digital and marketing officer, said: “Since we launched the new business a year ago we’ve focused on making sure our customers understand how to travel and have great holidays. Now, we want to really start shouting about who we are as a new holiday company and allow people to get back to the things they love.
“Buying a holiday should be one of the most exciting purchases we make but sometimes the online process can feel as ordinary as buying socks. At Thomas Cook we’re determined to make it as inspiring as possible so when we were designing our new app we started with content that would get our customers dreaming about the places they wanted to explore and experience.
“Our combination of expertise, brand heritage and tech means we can enable people to go beyond where other video apps go and help them book their dream holiday online, while giving the brand a more modern feel with our updated slogan.”
Thomas Cook launched in September 2020 following Fosun Tourism Group’s acquisition of the Thomas Cook brand and associated digital assets in November 2019.