Making Thomas Cook’s online brand more adventurous

Our challenge

When we started to work with Thomas Cook’s online brand, Direct Holidays, the creative was tired and lacked any emotional point of difference. Communications showed little customer understanding while messaging and graphic styling were weak. There was a mismatch between the proposition to be a leading holiday company and the messages that were getting through to customers.

Our creative thinking

Using competitor and customer analysis we found real points of difference in the Direct Holidays offering and developed a bright, fun brand focused on customers’ emotions and hard-working messaging.

With an engaging creative campaign ready for off, the cherry on the pina colada was our media plan that targeted customer segments with exciting formats. The Direct Holidays team trusted us to include die cut door drops infused with mint ice cream, building projections (including a bikini on the Angel of The North!) and a series of cheeky viral ads.

Thanks to our creative marketing, customer research provided excellent feedback with 73% recalling the campaign, 55% saying they would seek more information and 47% recommending Direct Holidays to a friend.