Thomas Cook new holiday moments campaign backed by video sharing app

OTA harks back to its heritage with ‘Love It, Book It, Thomas Cook It’ tag line

Thomas Cook has launched a video sharing app and unveiled a new marketing campaign a year after the legendary travel brand re-emerged as an OTA.

The one-time holiday giant has also revived a familiar tag line in its latest promotional push as it encourages people to remember what they love about holidays.

The brand’s new slogan ‘Love It, Book It, Thomas Cook It’ will be used to encourage people to share their holiday moments on its new app.

The app, which is live on iOS and Android app stores, allows users to create, upload and browse inspirational holiday content and then click to book.

Thomas Cook claimed the app is the “first of its kind” to take the trend for sharing and watching short, engaging video content and allow users to not just dream of a holiday but book one.

The OTA has partnered with tourist boards, hoteliers and content creators, to fill the app with hundreds of inspirational videos for users to follow and start planning their next holiday.

Users can also chat to Thomas Cook’s agents directly through the app when they are looking for advice and travel know-how to help make the booking, as well as supporting them while on holiday.

The new campaign will launch with a nationwide radio campaign and social activity and across all of Thomas Cook’s digital platforms.

Jo Migom, chief digital and marketing officer, said: “Since we launched the new business a year ago we’ve focused on making sure our customers understand how to travel and have great holidays.

“Now, we want to really start shouting about who we are as a new holiday company and allow people to get back to the things they love.

“Buying a holiday should be one of the most exciting purchases we make but sometimes the online process can feel as ordinary as buying socks.

“At Thomas Cook we’re determined to make it as inspiring as possible so when we were designing our new app we started with content that would get our customers dreaming about the places they wanted to explore and experience.

“We wanted to bring our favourite holiday destinations to our customers and let them immerse themselves in the fun, excitement and joy of being away.

“Our combination of expertise, brand heritage and tech means we can enable people to go beyond where other video apps go and help them book their dream holiday online, while giving the brand a more modern feel with our updated slogan.”

Thomas Cook emerged from the collapse of the virtually integrated airline and tour operator in September 2020 following Fosun Tourism Group’s acquisition of the brand and associated digital assets in November 2019.

Thomas Cook chief executive Alan French is a speaker at the upcoming Travolution European Summit that will be held in London on September 30. He will talk about the revival of the famous brand during the pandemic and his views on how technology will help the travel sector to Build Back Better. To reserve your place at the event, book your delegate place now.