Thomas Cook: Getting senior citizens to become travellers

Travel company Thomas Cook used a multichannel approach to create a new market segment by targeting older travellers in India.

Campaign details

Brand: Thomas CookBrand owner: Thomas CookLead agency: L&K Saatchi & SaatchiCountry: IndiaIndustries: Travel agents, tour operatorsMedia channels: Games and competitions, Online display, Online video, Radio, Social media, TelevisionBudget: 1 - 3 million

Executive summary

This case study sheds light on how Thomas Cook, a travel company in India, wanted to tap into a new segment of consumers. While the category focused on young individuals and family, the campaign targeted the older travellers and encouraged them to travel and explore the world.

The campaign successfully achieved its...

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