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Thomson to launch advertising campaign two months early


By Ishbel Macleod, PR and social media consultant

October 20, 2011 | 2 min read

Thomson has revealed that it is launching a £5million advertising campaign with BMB two months earlier than usual.

The travel company, which usually launches its campaign on Boxing Day, hopes that the earlier promotion will allow Thomson to further build its brand awareness prior to consumers booking next year’s summer holiday.

Jeremy Ellis, head of marketing, said that the reason behind moving the campaign forward was t achieve a “greater share of voice pre-Christmas when none of the other holiday companies are advertising.”

He added: “We wanted consumers to understand our message well in advance of the time when we ramp up our sales. It’s always been hard to launch a strong brand message at turn of year when everyone else is advertising.

“The opportunity was to go in with a powerful and emotive message now if we wanted to really cut through and get a head start.

“This is not a repositioning, it’s strengthening what Thomson stands for. TV advertising is very much about getting to the heart of the consumer and tapping into their feelings.”

The advert will launch on Saturday during the X factor.


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