THOMAS COOK TARGETS FIRST TIME TRAVELLERS TO AUSTRALIA WITH A NEW INTEGRATED MARKETING CAMPAIGN
Thomas Cook has launched a fully integrated marketing campaign throughout its stores and across national and regional media in conjunction with Tourism Australia.
Working with Tourism Australia, the campaign aims to promote Thomas Cook's position as a leading tour operator for the destination.
Thomas Cook offers a comprehensive programme of holiday options to Australia; this includes the widest choice of flights, hotels and escorted tours along with independent itineraries. Australian holiday options have also been introduced to the Thomas Cook Signature Worldwide brochure on sale from 25th September.
The campaign will run throughout September and into October 2007, and will feature in all Thomas Cook high street stores along with a heavy presence in both national and regional print media.
Within Thomas Cook stores, window and instore posters will be prominent, along with brochure racks, dumpbins and screensavers for a two-week period starting 14th September. The campaign will also have an online presence on www.thomascook.com.
Below the line, Thomas Cook will mail existing long-haul customers focusing on promoting three core Australia holiday experiences around packaging nature, cities and beaches to first time visitors.
Simon Carter, Executive Director of Marketing, said, "This is a very exciting time for us as Australia is a key destination for Thomas Cook. This campaign cements not only our commitment to it but also to offering customers the very best range of holiday experiences and prices available."
Tim Jones, Marketing Manager UK, Ireland & Nordic, Tourism Australia, said "We are delighted to be working with Thomas Cook to highlight the range of experiences available across Australia to British holidaymakers. The campaign allows us to target consumers with lots of ideas that will inspire those that haven't been to Australia, to consider it as their next long haul destination."
Tourism Australia's advert will also run on Thomas Cook TV available on Sky Channel 645 for the duration of the campaign.
