Thomas Cook partners with McCann to launch first campaign as online-only travel agent

Published on June 13, 2022

Online holiday company Thomas Cook has returned to screens with its first ad campaign to inspire a new generation of holidaymakers as the demand for travel continues.

McCann Birmingham, which was appointed following a competitive pitch last year, has collaborated with Thomas Cook to create a fully-integrated marketing campaign to re-connect 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 strapline, the creative aids memorability with its catchy soundtrack. This is accompanied by vibrant 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.

Ryan Cotton, Marketing Director at Thomas Cook, 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.

”McCann Birmingham has done a brilliant job. We’ve no doubt the public will be singing ‘Don’t Just Book It, Thomas Cook It’ in no time!”

McCann Birmingham’s 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.”

Rob Mustoe, Managing Director at McCann Birmingham, added: “Working with Thomas Cook has been an absolute pleasure from start to finish and it’s a privilege to play a role in their first brand campaign. It’s been a fantastic collaboration and we can’t wait to see it live.”

View the work here.