Thomas Cook returns to TV for first time since relaunch

Thousands of holiday-makers might still be carrying the scars of this month’s half-term getaway hell, but Thomas Cook UK is turning up the heat for summer breaks with its first TV campaign since relaunching as an online holiday company in 2020.

Devised by McCann Birmingham, which was appointed following a competitive pitch last year, Thomas Cook is launching a fully-integrated marketing campaign to reconnect with the British public as the easing of travel restrictions continues to put many destinations back on the map.

Building on the rhythm in the reprised strapline “Don’t just book it. Thomas Cook it”, the ads feature an “earworm”-inducing rap soundtrack, accompanied by shots of holidaymakers enjoying their time abroad – from lounging in the pool with a cocktail in hand, to surfing and even flaunting it on the beach.

Launching this week, the activity includes TV, radio, online video and display.

Thomas Cook UK marketing director Ryan Cotton said: “We’re incredibly excited to launch our first major campaign and put Thomas Cook back into the hearts and minds of the British public as many consider holidaying abroad again. The new campaign demonstrates the fun and joy of a Thomas Cook holiday and reminds people that we’ve got something for everyone.

“We’ve no doubt the public will be singing ‘Don’t Just Book It, Thomas Cook It’ in no time!”

McCann Birmingham executive creative director Adam Bodfish said: “With a hugely recognisable brand like Thomas Cook, we needed to develop a memorable campaign that would successfully communicate a fresh start. The imagery works with the recognisable strapline to remind the public that Thomas Cook holidays are back and better than ever.”

Bosses at the travel company will no doubt be keeping their fingers crossed that the airlines have sorted out their problems by the time the summer holidays begin.