The Effect of a Change of Strategy for Thomas Cook Retail

1981-84 campaign to reposition Thomas Cook, the travel agent. Rationale for new strategy described: consumers held travel agents in low regard, and Cook's as old-fashioned and stuffy; share was declining in spite of advertising.
Agency: Chetwynd HaddonsAuthors: Bruno Lloyd Lyons

The effect of a change of strategy for Thomas Cook Retail

INTRODUCTION

This case history analyses the effect of a change in advertising direction for Thomas Cook Retail during the period December 1981 to April 1984.

In November 1981 Thomas Cook's market share of 'inclusive' tour bookings was at an all-time low of 5.9%. The new advertising campaign started in December 1981 and the share began to pick up immediately. Two years later, in January 1984, the moving annual total share of passenger travel bookings was 7.6%: this equates to an...

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