Thomas Cook has been reaping the rewards of a new marketing campaign which launched in November 2014.

Following various changes within Thomas Cook’s marketing department earlier in 2014, in which Jamie Queen was promoted to E-Commerce Director following the departure of Mike Hoban, the travel company launched its first group-wide campaign. This focused upon user generated content which was produced by actual holidaygoers from various destinations with the aim of collaborating Thomas Cook’s UK and Germany operations with its European sub brands Spies, Ving and Tjäreborg in Scandinavia.

The campaign certainly made an impression as Thomas Cook saw the number of people from the UK book holidays with the agent increase by an impressive six per cent, just within the 12 weeks up to the end of December. Chief Executive Peter Frankhauser, who began his role when the campaign began in November following Harriet Green, said: “The quarter demonstrates the strong progress we continue to make in transforming Thomas Cook.

“Although it’s early days, our strategy for profitable growth through New Products and Winter Sun is delivering results. The trading environment in many of our markets continues to be tough, but we believe the measures we are taking to improve our businesses will continue to strengthen our competitive position,” he added.

However, while bookings did increase by six per cent in total, those booking in Continental Europe and Northern Europe were actually slightly lower than the previous year, by four per cent and one per cent, respectively. Thomas Cook will also be furthering its digital business efforts in future following the news that since December, tablet and mobile traffic has actually overtaken the website’s desktop traffic, with the conversion rate actually increasing by 20 per cent.

Thomas Cook’s first group-wide marketing push sparks 6% boost in UK bookings, The Drum

Posted by Robin McCrink