Our challenge
Thomas Cook’s direct, challenger brand, Direct Holidays, wanted to disrupt the market and create a buzz by doing things a bit differently.
Our creative thinking
To deliver a campaign that would excite, create true standout and reflect the spirit of the brand, we sought to revitalise Direct Holidays’ traditional marketing with the use of more innovative, guerrilla channels and tactics.
Through a combination of holiday-themed building projections (including the Angel of the North, Marble Arch and other iconic landmarks) and chalk drawings in city train stations, we gained industry-wide recognition, earning us two prestigious awards the Best Use of Innovative media and for successfully amplifying Direct Holidays’ message and reach.
