Thomas Cook Tour Operations Ltd: Perspectives campaign
Kevin TeagueOVERVIEW
In 2001 approximately 120,000 young European vacationers, mostly British, booked their vacations through Thomas Cook Tour Operations Ltd's Club 18-30, the United Kingdom's largest booking agency for 18- to 30-year-olds. The service offered Britons more than 14 sundrenched destinations, including Spain, Greece, the Canary Islands, Ibiza, and Turkey. The company had previously gained notoriety for its risqué advertising. In 1995 the British Advertising Standards Authority (ASA) forced a Club 18-30 campaign, created by ad agency Saatchi & Saatchi and titled "Beaver España," to cease after hundreds of complaints were made...