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Thomas Cook's new campaign offers personalisation in a bid to reach modern day customers

The campaign will attempt to reach customers who have become attuned to booking holidays across multiple channels

Thomas Cook is positioning personalisation at the heart of its latest campaign which is aligned towards promoting its own-brand hotels.

The holiday company’s ‘You want, We do’ campaign showcases its efforts to offer a more individual approach to holidays in what it says is a response to current consumer trends that show customers are increasingly looking for something slightly different from their holiday.

It is part of the business’ wider commitment to increase the number of own-brand hotels it offers and follows last month’s announcement that UK customers will be able to holiday in 13 newly available own-brand hotels next summer.

Business innovation agency KBS Albion created a series of ads for the campaign using gifs, cartoons and shot footage from Thomas Cook's own-brand hotels in Sunwing Alcudia and Sunprime Waterfront in Palma,Majorca.

Each spot will highlight the uniqueness of different kinds of holiday's and the lengths Thomas Cook will go to in helping to create memorable experiences customers want.

The campaign will launch online on 23 December before airing on TV with a 30-second spot on Christmas Day during the advert break of The Lion King on ITV.

Jamie Queen, marketing director for Thomas Cook UK said: “This year, the customer remains at the very heart of the campaign while celebrating and acknowledging their individuality and reminds them that whatever type of holiday they want, Thomas Cook can offer it. We hope it makes people smile, laugh and consider what they want from their next break away.”

Queen added: “The You want, We do campaign introduces and explains our own-brand hotel concepts in a fresh and modern way. It has also been designed for the fragmented media world we live in today, as well as the way in which customers research and book holidays across multiple channels. Behind the scenes footage, new images and cut down versions will be released over the next few months to continue to inspire customers.”

Debs Gerrard, creative director for KBS Albion said: "We're extremely proud of the communications system we've delivered. The aesthetic reflects how real people communicate and the modular system empowers Thomas Cook teams to create highly targeted content all year round.”

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Tony Connelly

I cover media, marketing and sponsorship news within the sports industry. This includes breaking news as well as writing feature pieces with insights from experts in the sports marketing world.

All by Tony