Thomas Cook Money

Thomas Cook Money has big plans for expansion, launching a range of easy to use, handy digital products that will deliver big changes in the way Australians plan, book and enjoy their holidays.

CHALLENGE:

The travel insurance market in Australia is crowded; major brands also operate micro brands that add to the clutter.

Online, aggregators play a major role in directing consumers to selected brands - often owned by the aggregators.

Travel insurance also suffers from being a product consumers are reluctant to buy and often only purchase at the last minute. Brand recall on previous purchases and policy cover details are low.

SOLUTION:

We had to differentiate the brand from competitors and break through the low interest barrier to position Thomas Cook travel insurance as different.

Our own research indicated that most companies presented their brand as appealing to younger, twenty-something travellers, or relied on the appeal of exotic destinations to attract consumer attention.

CAMPAIGN:

Our approach was based on Thomas Cook’s heritage of delivering happy holiday experiences for family groups; but for Australians in 2018 a more contemporary approach, the ‘modern family’ encompassing a broader group, from traditional to same-sex families, extended families and friends that feel like family. The creative also referenced the brand’s long history; 177 years since the first escorted tour, and the huge numbers of European holiday makers, 22 million, who choose Thomas Cook holidays every year, to reinforce the brand’s credibility for those unfamiliar.

The creative also referenced the brand’s long history; 177 years since the first escorted tour, and the huge numbers of European holiday makers, 22 million, who choose Thomas Cook holidays every year, to reinforce the brand’s credibility for those unfamiliar.

RESULTS:

The campaign was incredibly successful with a CPC of just 20% of the industry benchmark.