Thomas Cook – The ‘Peaks’ campaign: making Thomas Cook’s world revolve around its customers

Digital media has revolutionised the travel industry, both in terms of how providers and consumers now operate.
Agency: Arena BLMAuthors: Charlie Makin, Clay Gill and Lorraine Green

Thomas Cook – The 'Peaks' campaign: 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.


The retail travel sector is not in decline but undergoing...

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