Agency: Arena BLM | Authors: Charlie Makin, Clay Gill and Lorraine Green |
Thomas Cook – The 'Peaks' campaign: making Thomas Cook's world revolve around its customers
MAKING THOMAS COOK'S WORLD REVOLVE AROUND ITS CUSTOMERS
This paper focuses on one insight. Digital media has fundamentally changed every aspect of consumers' behaviour, especially in travel, but rather than substituting traditional channels, it has augmented them. Advertisers can still achieve demonstrable success through traditional methods, if they have real insight into the behaviour and attitudes of consumers in the new economy.
Background
The retail travel sector is not in decline but undergoing...