ramps up online advertising ramps up online advertising has pledged to bring in a quarter of sales through its website in 2006 and appointed a new digital agency to plan and buy all online media.

The move will include an increase in online advertising spend of around 50% and will see an integration between traditional campaigns in print and outdoor with online marketing.

Harvest Digital will take on all online media planning and buying through existing travel portals, plus drive a new strategy with the likes of, GM.TV and the Lonely Planet websites.

Head of online marketing at Thomas Cook, Manuel Mascarenhas, said: “We selected Harvest Digital because they have delivered on an imaginative plan, using competitions, contextual advertising and sponsorships against tight CPA targets.

“We have a core audience of repeat bookers and want to ensure we continue to acquire new customers online.’

The new marketing strategy will target what has been labelled the lucrative and web-savvy audience of 35 to 45 year olds that several holidays a year, including packages, flights, ski holidays and cruises.

Harvest Digital partner Emma Wilson added: “Thomas Cook is the oldest name in travel but has a very contemporary approach within its sales channels.

“ is a major player in online travel, and it’s our job to ensure that its messages reach new and existing customers – so that the site is their first port of call for every travel requirement.”

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