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Thomas Cook shows the way to 'travel smooth'

The campaign conceived by JWT addresses the vagaries and 'pain points' of travellers

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BestMediaInfo Bureau
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Thomas Cook shows the way to 'travel smooth'

Thomas Cook shows the way to 'travel smooth'

The campaign conceived by JWT addresses the vagaries and 'pain points' of travellers

BestMediaInfo Bureau | Delhi | January 23, 2012

publive-imageThomas Cook is out with its new and radical marketing campaign 'Travel smooth'. Conceptualised by the creative team of JWT, it has been designed to highlight the 'pain points' encountered by travellers – before, during and post trip. The communication serves to reinforce the message of ease of travelling with Thomas Cook.

The campaign will serve as the platform for all integrated marketing initiatives spanning the company's diverse product and service portfolio.

Talking about the campaign, Rakshit Desai, Executive Director, Thomas Cook (India), said, “Today, the whole travel process is perceived as rather cumbersome, and often fraught with anxiety. With so many pieces that need to seamlessly come together, it takes a great amount of experience and expertise to make the trip a reality. Thomas Cook, as a travel pioneer and a heritage of over 170 years, has much to offer the traveller of today. 'Travel smooth' reiterates our commitment to bringing back the joy of travel to our Indian customers.”

As of now, a total of three commercials – 'Foreign exchange', 'Holidays' and 'Hotel bookings' – have been rolled out.

Commenting on the TVCs, Tista Sen, National Creative Director, JWT, said, “In spite of perfect planning, endless online checks and many calculations, the Indian traveller usually gets it wrong. 'Travel smooth' from Thomas Cook promises a trip wherein one does not need to deal with the anguish of planning. Rather than relying on the positives, we at JWT decided to highlight the woes associated with travelling. We have kept the TVCs very simple, real and utterly believable, showcasing the dual distress of travelling overseas. One can book through Thomas Cook and enjoy the holidays even before they start. It's a simple promise that everyone can identify with.”

In addition to leveraging the mass media – print, TV, radio, outdoor hoardings – the integrated communication plan includes rolling out a range of initiatives including social media, cinema advertising, OOH, point of sale merchandise and on-the-ground initiatives across key markets.

The TVCs:

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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