Consumers are being given the chance to upload holiday photos to create their own brochure cover, which can be shared on social media.
The ‘Brochure Cover Star’ initiative from Thomas Cook enables consumers to build, share or download their own personalised brochure via Thomascook.com.
Thomas Cook’s Twitter, Instagram and Facebook pages feature links to a dedicated webpage on Thomascook.com to create a bespoke brochure with text.
Users will be invited to share their design via their Facebook or Instagram account with a single click, accompanied by the hashtag #RGT.
Every ‘cover star’ who shares their personalised pages will be entered into a prize draw to win a holiday for two in Cyprus.
They will also be in with a chance for their photos and holiday memories to be selected by Thomas Cook to feature in what is being claimed as the travel industry’s first brochure exclusively featuring digital, user-generated imagery.
The initiative forms part of the company’s integrated multi-channel brand communication campaign, which features user-centric content and focuses on consumers enjoying ‘Real Good Times’ on holiday.
Thomas Cook’s UK and Ireland SEO and content manager, Carl Hallam, said: “The Real Good Times campaign aims to evoke special memories and inspire people on where they can go on holiday with their loved ones.
“Be A Brochure Cover Star takes this one step further and creates an environment where customers can share their special memories and create their very own bespoke brochure cover.
“In the short time since this went live, we’ve seen this used in a variety of ways, from some customers using it as a keepsake of their time abroad to others building their own brochure as a way to surprise their children when telling them that they are going to one of our family resorts for their summer holidays!
“It has sparked conversation across the web on what a holiday really means to our customers.”