SUPERBRANDS ANNUAL 2010
SuperbrandsDigital.com 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 hotels4u.com, 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 thomascook.com
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: Flightontime.info 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.