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Thomas Cook plans marketing boost

Thomas Cook plans marketing boost

Thomas Cook is planning to ramp up its marketing strategy in a bid to raise awareness to the diverse range of products it offers, it has been revealed.

It said the 25 independently run tour operators it owns comprise 40% of the company's business but it will prioritise increasing this to 50% during the next few years.

Thomas Cook also said it wishes to increase the number of city breaks and flight-only trips it sells.

Michael Johnson, the firm's marketing chief, said: "Part of our business-transformation journey is recognising that there is not one proposition that suits all people, and acknowledge that we need three or four propositions on our channels to satisfy customers.

"We will up-weight things like city breaks but it's not a quick fix.

"We need to get more people to know about the things that we already do as a business. We will also need to simplify the brand structure, as there might be better ways to articulate what we do but it's a two or three-year process."

 

Copyright Press Association 2012
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