Magazine article Marketing

Thomson Targets Gains with Early Ad Campaign

Magazine article Marketing

Thomson Targets Gains with Early Ad Campaign

Article excerpt

TUI-owned operator switches from post-Christmas focus to 'get people to listen'.

Thomson Holidays, the TUI UK & Ireland-owned brand, is to break from its traditional strategy of a post-Christmas ad campaign by running its biggest push to date this month.

The pounds 5m drive, created by Beattie McGuinness Bungay, launches with a TV ad during this Saturday's X Factor. The focus will be on Thomson's offer of delivering 'quality time', coupled with a quality service to consumers.

The ad shows a boy talking about the importance of people sharing time together. He says: 'Those close to you: share with them a week or two and they'll cherish it forever.' The execution ends with an orchestral arrangement of The Pixies' song Where is my Mind?

The TV campaign is supported by cinema, outdoor, online and press activity, running until May next year. Direct marketing, CRM and digital activity will focus on the specific benefits, activities and facilities that the operator's holidays offer. …

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