Thomson has launched a new multi-million pound campaign to help customers ‘Discover Your Smile’.
The new campaign aims to put an emotive message behind its smile logo and builds on the ‘Simon the Ogre’ advertisements that holidays transform people to a better version of themselves.
The new campaign tracks a bear called Miles who flies out to the Sensatori Resort in Jamaica to the soundtrack of William Shatner’s version of Bohemian Rhapsody.
It will debut in cinemas from Friday and during X Factor on 20 September with further versions to follow in the New Year.
Jeremy Ellis, marketing & digital director at Thomson said: “Our new customer promise ‘Discover Your Smile’ emotively sums up what the Thomson brand stands for across everything we do, and is perfectly reflected in our iconic smile logo. We believe that a great experience can bring back the very best version of you, which is ultimately what people want from a holiday.
“The story of Miles the Bear really brings that sentiment to life, powerfully introducing Discover Your Smile and raising the profile of our very own smile. Our exclusive concept hotels like Sensatori, Couples and Family Resorts, state-of-the-art 787 Dreamliners and years of expertise and friendly service provide genuine reasons to believe and demonstrate that Thomson really is the brand to help customers discover their smiles.”
A stuffed toy version of Miles will also be on sale in Thomson stores with some proceeds going to the Family Holiday Association.