Thomas Cook Group has launched its first group-wide marketing campaign, a year after introducing its Sunny Heart logo.
The new ‘One’ campaign encourages customers to share photos on social media platforms that it will incorporate into future marketing and product material across multiple channels.
The scheme has already been launched in Germany and will soon roll out to the UK near Christmas time and Scandinavia.
“The One campaign offers us a fantastic opportunity to fully engage and involve our customers as we look to inspire and excite them with a new visual style and identity based on ‘togetherness’. Our aim is to engage with our customers on an emotional level with inspirational content that brings our holidays to life. We wanted to create stand out with a brand-building message that simply reiterates the great times our customers will have when on holiday with our brands,” said chief marketing officer Remo Masala.
CEO Harriet Green added: “For the first time in our history as a unified business, we have developed a game-changing communication concept across all our markets that truly differentiates the Thomas Cook Group by using all channels to interact with our customers.”
“Using the same creative across all markets will allow us to work more efficiently together and achieve better results. It will also make it easier for our customers to understand the full strength and end-to-end value that travelling with one of our brands brings, coupled with our full innovative offering of services and products.”