Magazine article Marketing

Thomson Switches off TV

Magazine article Marketing

Thomson Switches off TV

Article excerpt

THOMSON SWITCHES OFF TV

Thomson and Airtours: two very different tour operators, two very different media buying strategies. Market leader Thomson, based in the South, has grown by acquisition to dominate the national package tour market. It reaches its national base through the national tabloid press and stays off the telly.

Airtours, which seeks to challengewith Owners Abroad for second position, has grown organically from its Manchester base and sinks one-third of its total spend in TV in its core constituency. That includes Granada, home to a higher proportion of package tour buyers than any other region.

Thomson has considerably more money to play with than Airtours -- 3.3m [pounds] compared to 1.7m [pounds]. With no TV spend at all, Thomson can afford to drop great dollops of advertising across the tabloids. Airtours has to be a little more picky, with lower spends across the board -- concentrating on some titles to the chagrin of others. …

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