The direct holiday brand will introduce the positioning tomorrow (Thursday) to coincide with the launch of a push to promote its Summer Sun 2009 and Winter 2008/9 holiday packages.
The rebrand will be supported by an ad campaign encompassing direct marketing and press, which uses the theme of customer advocacy created by its ad agency, Company of Angels. The creative will carry testimonials and holiday pictures from customers who have been on Direct Holidays breaks.
The work will introduce the strapline 'Direct Holidays - same holiday for less', which replaces 'No travel agent. No commission. Just great value holidays'. The latter has been used since the 90s, prior to the internet boom and introduction of online booking.
The campaign will be supported by a direct push by Outside the Box, which was appointed to handle Thomas Cook's direct marketing earlier this month.
The relaunch was overseen by Simon Carter, who was appointed executive director of marketing under the altered management structure that was formed following the merger.
Carter is leading a review of the travel giant's pan-European advertising arrangements, through consultants Oystercatchers, with a view to consolidating the account into a single agency.
Direct Holidays sells package holidays to consumers direct over the phone, via its website and through its five UK high-street stores.
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