Thomas Cook brings back slogan

Thomas Cook has revealed that it will bring back the well-known slogan “Don’t just book it, Thomas Cook it!” when it launches its new advertising campaign on 26 December.

The travel company is also making a promise to its customers that they will receive full refunds if any operator they book with fails – and that the refund will be made within 24 hours.

Thomas Cook decided to make this pledge after numerous airlines and travel operators, including XL, collapsed in 2008, leaving holidaymakers both stranded and out-of-pocket.

“Don’t just book it” was last used by the travel company in 1993, but the operator believes that in today’s economic climate holidaymakers are looking for not only good value but also security – and that it is a good time to reintroduce the strap line.

In research conducted by YouGov for Thomas Cook, 60 per cent of the respondents said that they remember the slogan. The number increased to 75 per cent in the 35-44 age group.

In the new television ad campaign, 100 Thomas Cook employees appear in a number of scenes, carrying large boards, which at the end of the commercial form the company’s guarantee to its customers: “Whatever you book, we promise your money’s safe with us”.

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