Thomson Holidays is launching a ‘You’re in Safe Hands’ press campaign to reinforce the message that customers can book its holidays with confidence.
The move comes just days after rival Thomas Cook’s shares plummeted due to a ‘deterioration of trading’ as the troubled company postponed publication of its annual results while seeking fresh funds from its banks.
Thomson’s campaign, which the company said it launched “following the recent turbulence experienced by another holiday company,” seeks to reassure customers that the company is in strong financial shape, so they are in safe hands when booking.
The campaign will launch in the Daily Telegraph, Mirror and City AM today (Friday) and the advert is also set to appear across key national press this weekend.
It will also be supported by email and online marketing, all highlighting Thomson’s exclusive product range and reassuring customers that they can book with the operator with confidence.
Jeremy Ellis, Head of Marketing at TUI UK & Ireland said, “When there is uncertainty in the marketplace, consumers want to book their holiday with a company that they can trust, and we want to reassure them that Thomson is in great shape.
“This campaign also highlights the success of Thomson’s strategy of investing in distinctive, high quality product that the rest of the market is unable to copy. When the economy is slow, customers’ hard-earned two weeks away in the sun become even more important to them, so they want to be confident that they will have a great holiday experience.”
Yesterday, Lowcostholidays.com used the phrase ‘been Thomas Crooked?’ in its search engine advertising, prompting Thomas Cook to threaten legal action.
Lowcostholidays chief executive Paul Evans has since issued a full public apology to Thomas Cook.