Thomascook.com 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.
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.
“Thomascook.com 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.”