afaqs! news bureauPublished: 22 Dec 2017, 12:00 AM

Thomas Cook brings back a “powerful asset” in new campaign

Thomas Cook is bringing back its ‘Don’t just book it, Thomas Cook it’ strapline as part of a new campaign that will see the tour operator move into native TV content for the first time.

On from 1984 to 1993. Dropped from 1993 to 2008. On again from 2008 to 2012. Off again till today.

That has been the story of Thomas Cook’s strapline: ‘Don’t just book it, Thomas Cook it.’ Now, in a new campaign Thomas Cook has resurrected the abandoned strapline. The campaign also marks the travel agency’s first move into native TV.

Thomas Cook’s family-focused ad (there are two actually) will air around a programme commissioned by Channel 4, while the second spot will debut during the commercial break of Coronation Street on Christmas Day.

So why the yo-yo treatment to its strapline? Four years ago the company felt that it did not match the direction the brand wanted to go in. According to the company today, the line remains a “powerful asset” for the brand in the UK, hence the “conscious and considered” decision to bring it back.