So what's going on this Christmas at Thomas Cook? The Germans are coming..
On the one hand, Mike Hoban, Thomas Cook UK & Ireland’s new marketing director, says their 'turn-of-the-year campaign will be launching on Christmas Day' and it will be their 'biggest push for some time including TV, radio, online and press advertising'..
But, on the other hand, I also see that Thomas Cook's post-Christmas ad plans have been ditched, without a replacement lined up...??
It seems the ongoing shake-up in senior management has hit their 'biggest marketing push'
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's understood that those plans were abandoned following the arrival of 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, TC 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.
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.'
By the way...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...
