Thomas Cook promote forgein exchange service with Globe Trotter Facebook game created by Arena Media
In order to raise awareness of its foreign exchange service this summer Thomas Cook has released, Globe Trotter, a Facebook game created by integrated media planning and buying agency, Arena Media.
For the chance to win £100 in foreign currency the game invites holidaymakers to catch as many virtual notes and coins as they can from a spinning globe in 30 seconds. Players can move up ten different levels, with the value of the currency increasing as they progress through the game. To further incentivise the game when a player unlocks levels six and ten, Thomas Cook will donate 50p to the Thomas Cook Children’s Charity.
The Globe Trotter game is part of a wider media strategy by Arena Media, for Thomas Cook, incorporating press, online, PPC, social media and radio activity. The initiative plans to build on previous Thomas Cook campaigns, but aims to update the traditional message with a lighter hearted look and feel.
Linda Booth, head of retail marketing at Thomas Cook, commented: ““By engaging holidaymakers in an entertaining way this summer, we hope to not only build awareness of our fantastic travel money offering, but also ensure that Thomas Cook is at the forefront of people’s minds looking for a break this summer.”
Business director at Arena Media, Chris Armond, said that instead of price and convenience messages Arena wanted to “add a fun element to the foreign currency category,” which would ultimately “draw Thomas Cook customers in with a fresh approach.”
The game will run throughout the summer with players able to claim £100 prizes every day for the first six weeks.