New Branding Strategy for Thomas Cook

29 May 2002

Europe’s second largest travel and tourism group, Munich-headquartered Thomas Cook – formerly Condor & Neckermann Touristic prior to its acquisition in 2001 of the internationally respected UK company – announced Tuesday it is to consolidate a number of its main operating units under the TC brand.

As from 2003 TC, now equally owned by Lufthansa and German retail giant Karstadt Quelle, will incorporate its Terramar, Condor, Individuell and Kreutzer brands under the name of the parent company; likewise its two charter airlines (British-based JMC and Condor) will fly under the Thomas Cook livery.

The rechristening is central to the group's plan to focus on its major brands. Thomas Cook (evoking the eponymous English pioneer of Victorian low-priced packaged vacations) will be the flagship, targeting the crème de la crème, while the Neckermann and JMC brands are to service the mass market.

There will also be four other brands active in the key British and German markets – Aldiana, Air Marin, Bucher and Sunset.

Sweeping management changes are expected to follow.

Data sourced from: (Germany); additional content by WARC staff