A brochure combined with 360-degree video content is to be provided to prospective holidaymakers from five Thomas Cook branches.
Customers picking up a Red Sea Riviera brochure will also be given a high tech Google Cardboard headset that allows them “to try before they buy”.
The back cover of the brochure provides details of how users can download a Thomas Cook Holiday 360 app from the Apple App Store and Google Play stores.
They can use their mobile phones and Google Cardboard headset to get a better insight of the destination and experiences Egypt has to offer.
The bespoke content features videos of six Cook hotels and resorts in Egypt, offering customers the chance to see what they will experience while on holiday as they discover the layout of their hotel, resort or beach in 360 degree high resolution.
The app can also be used without the Google Cardboard so anyone is free to download it and experience the content as 360 degree array videos.
The special headsets and brochures will be available from stores in Glasgow, Newcastle, Leeds, Birmingham and Islington in London.
Cook’s head of digital, Graham Cook, said: “The thought of spending that all important quality time away with family or friends is the highlight of many people’s year, and we wanted to find a compelling, innovative and exciting way to bring our holidays to life before they travel.
“Thanks to Thomas Cook’s ground breaking content initiative, customers will be able to take a fully immersive virtual reality experience back home during the consideration process to help them choose the holiday that’s right for them.
“Our core strategy is to place customers at the heart of everything that we do. Our continued expansion of the virtual offering is designed to give them the best possible experience during every interaction with Thomas Cook and at each point of the customer journey.”