Thomas Cook launches first campaign since rebranding as OTA

Thomas Cook launches first campaign since rebranding as OTA

The online travel agent is performing well with sales up fivefold on 2021

Renowned travel provider Thomas Cook has launched its  first major marketing campaign since the brand was revived as an online travel retailer under new owners Club Med parent Fosun.

The campaign, which will appear across multiple channels including TV and online, will feature the brand’s legacy catchphrase: ‘Don’t just book it, Thomas Cook it’.

According to Thomas Cook, the promotion was devised to inspire holidaymakers and get them dreaming of a summer escape.

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Filmed in Tenerife by McCann Birmingham, the advert is part of the OTA’s strategy to continue to  boost bookings, which are currently up more than fivefold on the same period in 2021.

The marketing campaign has been scheduled to run from 13 June 2022 for four weeks across TV, radio, online, video and display.


Speaking about the campaign, Thomas Cook European marketing director Ryan Cotton said: “For a business that’s less than two years old we couldn’t be prouder to be making our arrival on TV screens. We know we wanted to create an immediate resonance with holidays and remind people that there’s a holiday for everyone if you book with Thomas Cook.

“As part of the advert development we tested various lines and ‘Don’t just book it’ had broad appeal – even for those who might not remember it from the Nineties heyday. For those of us that were brought up hearing the line used time and again it will hopefully put a smile on their face as they remember the fun of their childhood holidays and how Thomas Cook has been a much-loved brand for so many generations.”

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