Thomas Cook: It really can pay to advertise in the business travel market

The paper shows how the business travel division of Thomas Cook Travel Ltd succeeded in obtaining new accounts worth $4.6m per year as a direct result of advertising expenditure of only £300,000 including the cost of all ad material.
Agency: Chetwynd HaddonsAuthor: Not credited

Thomas Cook: It really can pay to advertise in the business travel market

INTRODUCTION

This case history shows how the business travel division of Thomas Cook Travel Ltd succeeded in obtaining new 'accounts' worth 4.6 million pa as a direct result of an advertising expenditure of only 200,000 including the cost of all advertising material.

This was achieved in a market which is noted for its inertia - businesses rarely change their travel arrangements unless they are badly let down by the company currently looking after them - and a market in...

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