Led by a TV ad campaign that features real staff putting the perfect holiday together, Thomson has launched a new integrated marketing campaign that aims to illustrate the company’s focus on placing service and the customer first.
The 2009 campaign highlights Thomson’s strategy of offering an enhanced, service-oriented and financially secure holiday experience to all its customers, carrying the tagline: “Holidays Built With You in Mind”.
The drive will run across all communication channels (TV and Print Media, E-CRM and Direct Marketing), and will also be integral to the company’s Retail offering as well as its Internal and External Communications.
In an evolution of last year’s award winning ‘Beach Day’ and ‘Night-time’ TV commercials, Thomson’s new TV ad aims to highlight the benefits of going on a Thomson Package holiday through the insight that every customer should be made to feel special, with attention to detail every step of the way.
It tells the story of staff busily attending to the finer details and personal touches of people’s holidays, showing how Thomson staff go to extraordinary lengths to create the perfect experience for people to enjoy when travelling with the company.
“For the advert, we asked every line manager in each department to recommend a member of staff they felt had delivered outstanding customer service,” said Rebecca Edwards, Senior Marketing Manager, Thomson.
“From the hundreds of nominations that were received, a shortlist was drawn up of those employees who had gone the extra mile to feature in the TV advert.
She added, “Whilst we couldn’t feature everyone, it’s a fantastic opportunity to be able to highlight how our colleagues across the business do their utmost to ensure that our customers enjoy the very best of holidays. “
The TV advertising campaign, created by Thomson in collaboration with creative agency Beattie McGuinness Bungay and with advertising space planned and purchased by MediaCom, centres on Thomson’s exclusive ‘Sensatori’ holidays; which are designed around sensory luxury and are the benchmark for the Thomson holiday experience.
The final images of the commercial were filmed over two days on location at the Gran Melia Palacio di Isora, which will become Sensatori, Tenerife from Summer 2010. The advert specifically dramatises the astonishing infinity pool, one of Europe’s longest, available at Thomson Sensatori Tenerife.
Regional press advertising will see Thomson promoting 13 airports across the country. Certain regional communication will also highlight specific destinations, working in association with key partner Tourist Boards and utilising local media.
The Online team will be running product-specific campaigns that will support holiday, flight and cruise sales, as well as key Thomson sub-brands.
POS involves a new window display in Thomson shops starring a retail staff member – who is also in the TV ad - putting the finishing touches to the display.
This month (January) Thomson’s eCRM team will launch the most personalised series of emails that the Thomson brand has ever sent to its customers, using rich customer data and content.
Thomson has previously based its personalised email content on what customer’s have clicked on in its emails. From January onwards, the customer’s web searches will also be used to make holiday recommendations as relevant as possible. Thomson will also start to show customer feedback scores for the holidays being promoted.
January will also see the launch of ‘MyHoliday Alerts’, a new email service that allows customers to state their holiday preferences such as: preferred airport, destination, departure dates, budget. Thomson will then send email offer alerts as frequently as the customer likes. This new service will enable customers to find the most relevant and best holiday offers that Thomson has available.