Thomas Cook Group has signed a co-operative marketing agreement with Brand USA to promote the destination to European holidaymakers.
The multi-million dollar partnership will see the USA promoted across Thomas Cook stores, online and in-flight.
Marketing will initially run three months in the UK, Germany, Belgium and the Netherlands with promotions, brochures, social media activity and the group’s staff signed up to the Brand USA agent training tool.
It will focus on favourites such as Florida and California as well as aiming to increase awareness in Texas, Hawaii and north eastern cities such as Boston, Philadelphia, Washington DC and New York.
“This partnership is a powerful combination to stimulate European travel to the U.S., leveraging the full strength of Thomas Cook as an omni-channel retailer,” said Thomas Cook’s group head of media & partnerships, Stuart Adamson. “The recently-aligned media and partnerships team combine the best in both travel expertise and media innovation, and we are looking forward to delivering a fully integrated on and offline campaign that will stimulate further interest from our customers throughout Europe in all that U.S. has to offer.”
Thomas Cook’s media and partnership division aligns its online media solutions and tour operator partnership teams.