Thomas Cook brings back famous strapline

Thomas Cook is bringing back its famous ‘Don’t just book it, Thomas Cook it’ strapline as part of a new family-driven marketing campaign.

It’s an interesting move by the travel brand, which can’t seem to make up its mind on whether to keep or scrap the strapline. The slogan was originally created in 1984 and was used in the company’s marketing until 1993, when it was dropped. It was then brought back in 2008 before being dropped once again five years later.

However, Chris Chalmers, marketing and ecommerce director at Thomas Cook UK, insists it’s an important brand asset for the business. He tells Marketing Week: “It’s a really powerful asset in terms of reminding people that we’re a much loved British travel brand.

“We asked customers across a range of lines which was the best articulation of what we’re trying to achieve – and that slogan was the number one response. It’s still very well recognised, there’s a lot of warmth towards it.”

This campaign also marks Thomas Cook’s first move into native television content. The tour operator originally intended to put together a digital mini-series for Channel 4’s digital All 4 platform, and flew out the young cast of The Secret Life of Five Year Olds to one of its resorts for a week-long holiday. But the content was so good Channel 4 decided to broadcast it. The episode will air on 28 December.

READ MORE: Thomas Cook brings back ‘Don’t just book it, Thomas Cook it’ strapline, again

First Direct turns to Beyoncé director for new campaign

Thomas Cook wasn’t the only travel brand to launch a new campaign this week, with First Direct hoping an ad featuring a rapping family will help it stand out when it comes to new year holiday bookings.

The two-minute ad, which is helmed by a music video director who has worked with Beyonce and Ed Sheeran, is a bid for the brand to grab a larger slice of the all-inclusive holidays market.

Jeremy Ellis, First Choice owner TUI UK and Ireland’s marketing and customer experience director, believes the campaign is braver than its rivals’ efforts. “The ad really brings out the personality of First Choice in a fun way – a bit of cheekiness, a bit of youthfulness – which we thought was important to differentiate First Choice.

“We wanted our agency Y&R them to come back with something that was brave and that made us a bit nervous. When they came back with the concept of a rap, we thought this is quite brave but it’s great and the people we have shown it to here [at TUI] love it and we have done some research with consumers and they love it…