Marketing Mole: We'll Call You - Thomas Cook

Article excerpt

Mole was bamboozled by conflicting messages in ads that appeared to all be coming from Thomas Cook. Only a call to the helpline could help solve the riddle.

Marketing is on hold for nearly 15 minutes, before getting through to customer services.

TC Hello, Thomas Cook Group, how can I help?

Mktg Hi, I've seen an ad about getting pounds 170 off holidays.

TC For what time of year?

Mktg It says, 'guaranteed pounds 170 off summer 2012 bookings'.

TC If it's for summer 2012, the online discount is pounds 170 per booking, providing there is a minimum spend of pounds 1200.

Mktg OK. I didn't realise. That's quite misleading.

TC It's in the small print.

Mktg I find it interesting that they are doing discounts in the first place. I saw this ad, then another that was a letter from Sam someone, saying how it has been a difficult week for Thomas Cook, but I'd seen another ad that looks like it was from the same people that said 'We're in really great shape'.

Mktg Thomas Cook is massive. One end of the business might be struggling, but another can turn it around quickly.

Mktg So the ad I saw last week that said 'we're in really great shape but others might not be' - did you put that out?

TC I haven't seen any ads. The info I'm getting is we have nothing to be concerned about. …