The relaunched Thomas Cook has signed a marketing deal with Visit Florida to jointly promote the Sunshine State.
The business, which relaunched as an online travel agent (OTA) in September 2020, has been selling holidays to the US and Florida since December.
The partnership, the first marketing deal it has made since it added long-haul flying to its website, aims to highlight Florida’s lesser-known regions such as Tampa Bay, Crystal River and Fort Myers.
It will include digital advertising, email marketing, content production, video content and travel guides to the state.
Phil Gardner, chief commercial officer, said: “We know our customers are desperate to get back to Florida for its year-round family fun, world-famous parks and stunning nature. Our partnership with Visit Florida will help us to promote the parts of the state that are less well-known and hopefully entice our customers to spread their wings beyond Orlando and Miami.”
Dana Young, president and chief executive of Visit Florida, said the tourist board was “excited to be working with the new team at Thomas Cook to develop a marketing approach that will showcase Florida’s great outdoor experiences”.
The relaunched Thomas Cook followed Chinese conglomerate Fosun’s acquisition of the Thomas Cook brand and digital assets in November 2019 after the collapse of the former Thomas Cook Group in September 2019 after more than 175 years.