Thomas Cook shelves planned New Year campaign

Thomas Cook: shelved New Year marketing plans
Thomas Cook: shelved New Year marketing plans

Struggling tour operator Thomas Cook is facing a marketing crisis in the lead-up to the travel industry's busiest booking period.

Marketing has learned that the brand's post-Christmas ad plans have been ditched, without a replacement lined up.

According to sources close to Thomas Cook, the ongoing shake-up in the business' senior management and UK arm's marketing team has hit the operatorÕs biggest marketing push of the year.

Thomas Cook was expected to roll out the next iteration of its brand campaign using the strapline 'It's a wonderful world, explore it with us', which broke in March.

However, it is understood that those plans were abandoned following the arrival of former marketing director Mike Hoban in September as director of marketing, brands and customer insight.

Following the appointment of Peter Fankhauser as its UK chief executive last month, the travel firm may now 're-purpose' a TV ad created for the German market to ensure that it does not miss out on crucial bookings in the weeks after Christmas.

Thomas Cook has had a tumultuous year, with a series of management changes stemming from the sudden exit of former chief executive Manny Fontenla-Novoa in August 2011. The business secured a £1.4bn refinancing deal in May, and was expected to post its second consecutive annual loss this week.

It is also widely predicted that new group chief executive Harriet Green will announce a series of management cuts over the coming months, in an attempt to revive the business.

A spokesman for Thomas Cook said: 'We're excited about our plans for the important peak booking period, [but] naturally the detail is commercially sensitive. We are considering all options open to us - as you would expect when a new marketing director joins - but Thomas Cook will be on air.'

Arch-rival TUI is expected to launch multimillion-pound campaigns next month for its Thomson and First Choice brands. In September, Thomson rolled out a £5.5m campaign promoting its new Dreamliner aircraft.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Ex-Thomas Cook marketer Mike Hoban resurfaces at Morrisons
Barbour creates real-time illustrations of consumers' stories for summer campaign
Viral review: Samsung goes for Apple’s jugular but fails to connect
View from Brazil: why we didn't believe we could lose the World Cup
Heineken unveils ‘Open Your City’ drive with Metro for ‘men of the world’
Unilever continues portfolio 'reshaping' with Slim-Fast sale
Amazon to fight US authorities over in-app purchase claims
Google set to invest $100m in Europe's tech start-ups
Metcalfe's set to release quirky debut TV ad
Samsung pities the iPhone 'wall huggers'
Smirnoff campaign aims to make Formula One less elitist
Apple wins EU battle to register store layout as trademark
Marketing directors need to step outside 'marketing box' to earn seat on the board
Hottest virals: Burger King’s emotional gay pride Whopper ad, plus Apple and Guinness
Developer creates software enabling Google Glass mind-control
Kick-ass girl beats up shopping centre staff in music video
Top 10 ads of the week: Aldi's World Cup cider ad scores with consumers
Sony relives Germany's 7-1 victory against Brazil in Subbuteo Vine
Burberry credits 9% revenue hike on strong online sales and 'more targeted marketing'
Ritz returns to UK TV screens after 30-year hiatus
Mars creates chief health and wellbeing officer role
Brands make the most of Germany's dramatic victory over Brazil
Adios Justin King! Watch our video tribute as he leaves Sainsbury's after a decade
Nike calls time on 13-year Manchester United kit deal
Three TV ad banned over misleading 'free' call claims
GNM boss David Pemsel: 'The Guardian has got its mojo back'
M&S has missed a massive opportunity to put digital strategy at its heart
Google partners with the Barbican to show coders are artists
Samaritans encourages men to talk about issues with #DownNotOut campaign
Lego's partnership with Shell 'not awesome', according to Greenpeace viral