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Thomas Cook in early summer drive

Troubled tour operator Thomas Cook has kicked off the New Year with a huge advertising campaign aimed at tempting cash-strapped Brits into booking their summer holidays early. The holiday firm, which is having to close dozens of high street branches due to mounting debt,  started its TV, radio and press bombardment on Boxing Day under its famous tagline, ‘Don’t just book it, Thomas Cook it’.

The TV commercials, which are running on ITVPLayer and Chanel 4 on Demand for the first time, as well as Five, Sky and the regular ITV and Channel 4 stations, focus on the company’s ‘top five’ summer 2012 destinations – Turkey, Cyprus, Greece, the Canaries and the Balearic Islands. They also promote the firm’s ‘holiday concepts’, such as Aquamania resorts, the Style Collection and KidsWorld clubs.

The biggest draw for Brits on a budget, however, will no doubt be the offer of £400 off for those who book early. Thomas Cook is also hoping to reassure customers that they have the best deal by promising to beat the price of the same holiday if it is found cheaper elsewhere.

The marketing director of Thomas Cook in Ireland and the UK, Michael Johnson, said, “This year we’re showcasing our most popular destinations with some stunning footage and highlighting our exclusive product range.”

“As the cold weather plays its part in turning people’s thoughts to sunnier climes as they look to book their well deserved holiday, we’re sure that our new campaign will help holidaymakers dream of next summer.”



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In the Press
  • The Sunday Post Martin Lewis of Early booking using comparison sites including can slash up to 70%
  • The Daily Mail For the best deals, use price comparison websites such as
  • The Daily Telegraph Check out car hire comparison sites such as to see the prices on offer at dozens of car hire companies.

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