The campaign runs until March and involves branding Thomas Cook across MSN Today and Windows Live Hotmail, behavioural targeting with Microsoft Media Networks and an editorial special on the MSN Travel channel.It is being described as the biggest deal for Microsoft’s travel site since its relaunch last year as an in-depth holiday resource.
On the MSN Travel portal, Thomas Cook has launched a ‘travel inspirator’ editorial tool, which guides consumers through their ideal holiday choices before directing them to the Thomas Cook site for purchase.
The company is also beefing up its online cruise business with the launch of a personalised online video service, The Cruise Selector, on thomascook.com, as part of its plans to expand its online cruise business.
The Cruise Selector is a personalised video, which is generated through an eight-step interactive process according to an individual’s responses to specific questions about the type of cruise holiday they are looking for.
This includes information such as desired destination, budget, interests, demographic profile and family grouping. As each question is answered, the application builds a personalised video of cruise options that reflect these preferences.
Russell Gould, director of e-commerce at Thomas Cook UK & Ireland, said: “The Cruise Selector has been developed to offer a superior level of tailored information to our Cruise Thomas Cook customers.”
By identifying each customer’s requirements and preferences, we are able to apply a filtering process, so they only see what is directly relevant to them, thus giving them a personalised and individual service.”