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									SUPERBRANDS ANNUAL 2010                                                                                                                                                                                                                                                                       THOMAS COOK

Since Thomas Cook’s inaugural trip in 1841, his name has come to represent a pioneering
approach to tourism. Introducing the first overseas package tour in 1855, today Thomas Cook
takes six million British holidaymakers abroad each year. Thomas Cook Group plc has a network
of more than 3,400 stores across 21 countries and over 22.3 million customers, making it one
                                                                                                                                                                  The company not only works towards                   bureaux across Manchester Airport and                Cook TV. Press, radio, television, outdoor
of the world’s leading leisure groups.                                                                                                                            providing an award-winning offering for its          Heathrow’s Terminal 5.                               and point-of-sale merchandising are also
                                                                                                                                                                  customers but is also committed to being a                                                                used alongside a significant direct marketing
                                                                                                                                                                  responsible business; Thomas Cook works              With more than 1.5 million passengers in             programme to communicate with new and
                                                                                                                                                                  with the Travel Foundation, contributing             the UK opting to holiday at sea every year,          existing customers.
                                                                                                                                                                  towards sustainable tourism projects                 cruising has become one of the fastest
                                                                                                                                                                  worldwide and in January 2009 launched its           growing holiday choices – doubling its share         Campaigns for core holiday products are
                                                                                                                                                                  own charity, The Thomas Cook Foundation.             of foreign inclusive package holidays over           based around the key sales periods of post-
                                                                                                                                                                  A major part of the foundation is the Thomas         the past 10 years. Cruise Thomas Cook is             Christmas and high season summer months.
                                                                                                                                                                  Cook Children’s Charity, raising money for           the biggest selling cruise retailer in the UK,       Tactical activity is increasingly used throughout
                                                                                                                                                                  sick and disadvantaged children.                     accounting for one in every seven bookings           the year, particularly in growth areas like
                                                                                                                                                                                                                       made by UK passengers in 2008.                       independent travel and financial services
                                                                                                                                                                  Prior to this, Thomas Cook raised £2.3                                                                    which are less seasonally driven. In 2009,
                                                                                                                                                                  million to refurbish the critical care wards         Promotion                                            for example, Thomas Cook Foreign Exchange
                                                                                                                                                                  in the Variety Club’s Children’s Hospital at         Created in 1984 by advertising agency Wells          sponsored ITV’s Saturday night primetime
                                                                                                                                                                  King’s College Hospital, London. Following           Rich Greene, ‘Don’t just book it. Thomas Cook        show, The Colour of Money.
                                                                                                                                                                  three years of customer donations and the            it’ rapidly became one of Britain’s best-known
                                                                                                                                                                  fundraising efforts of its employees, the            advertising slogans. Indeed, in research             Brand Values
                                                                                                                                                                  Thomas Cook Critical Care Centre opened              carried out by YouGov in 2008, 60 per cent of        Committed to keeping the customer at the
                                                                                                               the pioneer of popular tourism, Thomas Cook        its doors in 2008.                                   respondents could complete the strapline, with       heart of everything it does, Thomas Cook
                                                                                                               described himself as “the willing and devoted                                                           this recall rising to 75 per cent in the 35-44 age   believes that its people are its greatest asset
                                                                                                               servant of the travelling public” and today the    Recent Developments                                  bracket. Last used in the 1990s, the strapline       and key differentiator in a highly competitive
                                                                                                               company maintains many of his original values.     Thomas Cook himself invented the Circular            was reintroduced in 2008 and ran alongside           marketplace.
Market                                                   such as Thomas Cook, Airtours, Cruise Thomas                                                             Note in 1874 – the forerunner to the travellers’     the company’s 24-hour money back guarantee
Formed from the merger with MyTravel Group               Cook and Direct Holidays as well                      It is an approach that has stood the company       cheque – and today the company is placing            which was promoted in Thomas Cook’s                  A modern, forward-thinking business dedicated
in 2007, the new Thomas Cook Group delivered             as niche brands including Thomas Cook                 in good stead, with several Thomas Cook            renewed focus on ancillary services including        January campaign.                                    to finding new ways in which to pioneer,
strong results in its first full year of trading;         Signature, Cresta and Club 18-30, it is able to       brands recognised with industry accolades          foreign exchange, the Thomas Cook credit                                                                  Thomas Cook takes pride in its heritage and
against an unsettled economic backdrop, it has           offer a holiday or service to suit a myriad of        in 2008/09. Its retail network was named           card and travel insurance. Every Thomas              Thomas Cook actively markets its ‘four ways          trusted brand to drive results and add value.
laid firm foundations for the future. To maintain         tastes and budgets. The Group recently added          Large Travel Retailer of the Year at the British   Cook store offers a travel money service             to book’ message – driving customers to its
its industry-leading margins, the Group’s focus, Elegant Resorts, Gold Medal             Travel Awards and Thomas Cook was named            and the Group operates 17 foreign exchange           stores, sales centre, online and to Thomas                         
lies on continued tailoring of its offering to           and Med Hotels to its portfolio, increasing its       Favourite Package Holiday Provider at the 2009
meet the needs of its customers.                         profile in the rapidly expanding independent           Globe Travel Awards. Furthermore, Thomas
                                                         travel sector.                                        Cook Airlines was listed as the Most Punctual                                                                                                                      Things you didn’t know
In the UK and Ireland, Thomas Cook continues                                                                   Charter Airline for the winter 2008/09 season
                                                                                                                                                                                                                                                                                   about Thomas Cook
to deliver strong results in a market where              Through Thomas Cook Sport – the largest UK            (Source: February 2009).
capacity has been reduced by around 25 per               provider of team and supporter travel – sports
cent over the last two years.                            packages to major sporting events around the          Thomas Cook scooped two awards at the                                                                                                                          Thomas Cook sold its first Ocean
                                                         world are on offer, as are holiday clubs for          inaugural Econsultancy Innovation Awards                                                                                                                       Cruise in 1875, on Bergen Line to
Product                                                  supporters of more than 60 UK football clubs.         for ecommerce activity: winner of Innovation                                                                                                                   the North Cape and Midnight Sun.
Thomas Cook boasts a diverse portfolio of                                                                      in Online Conversion, thanks to a personalised
brands that continue to evolve in line with              Achievements                                          approach to user activity on its website; and                                                                                                                  Thomas Cook & Son transported
changing market trends and consumer buying               In November 2008, Thomas Cook celebrated              winner of Innovation in Email Marketing, for                                                                                                                   the British Army relief force sent
habits. Through its leading mainstream brands            the 200th birthday of its founder. Regarded as        its interactive magazine, Holiday Hotspot.                                                                                                                     to rescue General Gordon from
                                                                                                                                                                                                                                                                              Khartoum in 1884.
 1841                        1855                            1872/73                   1874                     1939                    2003                       2007                                                2008
                                                                                                                                                                                                                                                                              Thomas Cook was the first UK
 Thomas Cook’s first          Thomas Cook’s first              Cook guides the first      Cook’s Circular Note,    Holidays by air on      Thomas Cook                Thomas Cook              Also in 2007, Thomas       The Thomas Cook            Also in 2008, Thomas        company to introduce online
 excursion, a rail journey   continental tour takes place:   around-the-world tour     the first travellers’     chartered aircraft      rebrands its airline       Group plc is formed      Cook UK & Ireland          Children’s Critical Care   Cook reintroduces           holiday bookings, in 1997.
 from Leicester to a         Cook leads two parties from     and is away from home     cheque, is launched      are included in the     to Thomas Cook             after merging with       becomes a FTSE 100         Centre officially opens     its classic slogan,
 temperance meeting          Harwich to Antwerp, then        for 222 days, covering    in New York.             summer brochure         and launches a             MyTravel Group.          company listed on the      at King’s College          ‘Don’t just book it.
                                                                                                                                                                                                                                                                              Thomas Cook’s first high street
 in Loughborough,            on to Brussels, Cologne,        more than 25,000 miles.                            for the first time.      tour-operating brand                                London Stock Exchange      Hospital, London.          Thomas Cook it’.
                                                                                                                                                                                                                                                                              shop was in Fleet Street – there are
 takes place.                Frankfurt, Heidelberg,                                                                                     under the same name.                                for the first time in the
                                                                                                                                                                                                                                                                              now more than 800 stores in the UK.
                             Strasbourg and Paris.                                                                                                                                          company’s history.

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