Re-inventing the package holiday

CLIENT

Thomas Cook

DISCIPLINES

Corporate Reputation, Consumer PR

 Demonstrating leadership and strengthening differentiation.

The Thomas Cook Group is the oldest and best known name in leisure travel with a history of innovation dating back to 1841. Its challenge today is standing-out in an increasingly crowded holiday market.

We helped the communications team at Thomas Cook develop and implement a family-focused brand campaign that kicked-off with their first ever ‘Holiday Report’ to demonstrate how they are helping families spend more quality time together.

Landing the front page of The Sun with pre-bookable sunbeds

The report provided a platform for thought leadership on topical market issues and provided an ongoing thought leadership platform for corporate profiling to bring their vision and strategy to life. We followed with a series of stores demonstrating how Thomas Cook are leading with innovation that will help families personalise their holidays so they can make the benefits of a holiday last much longer than their sun tan.


This included a headline-grabbing story around the world’s first ever pre-bookable sunbeds, inspired by the long-running joke about rivalry between British and German tourists. The story was backed by research and commentary from a child psychologist, highlighting the importance of summer holidays in children’s development and strengthening family bonds.

The story grabbed headlines in the Sun and Telegraph, alongside online coverage in all major outlets. It also prompted interview opportunities and ongoing broadcast discussion on the BBC and Sky throughout launch day. It reached the German and Nordic media and prompted leading travel writer Simon Calder to run a Twitter poll on the story.

This was a 

Corporate Reputation & Consumer PR

Project for Thomas Cook

Learn more about Corporate Reputation

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