Pitch update: Thomas Cook looks for agency to 'put it back on the map'

Campaign 15 Jul 2021 05:08

New-business tables


Thomas Cook is looking for an advertising agency partner to relaunch the brand as a digital-only travel agency.

David Child, head of brand and PR at Thomas Cook, and Ryan Cotton, head of marketing, are running the process. They have not yet decided what form the relaunch ad campaign might take.

Thomas Cook started speaking to agencies about six weeks ago and hopes to appoint a shop by late summer, by which time the future market for holidays should be clearer.

Child said: "The Thomas Cook story in terms of its collapse is fairly well known. When it comes to the return, some people are aware but we have not really launched at scale.

"We are desperate to do that when the time is right – there's no point if no-one can go on holiday. There's a big opportunity for us as a new business to showcase what it is that we have now. The right partner has a chance to put Thomas Cook back on the map."

AAR has found a 37% surge in media agency reviews has fuelled a big increase in new business in the first six months of 2021 compared with a year earlier at the outset of the pandemic.

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Thomas CookAbrdnDavid ChildRyan CottonTBWA
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