£5m Thomson campaign breaks 'turn of year' tradition

£5m Thomson campaign breaks 'turn of year' tradition

Thomson Holidays is launching a £5 million advertising campaign more than two months before the traditional turn-of-year period.

The Tui Travel-owned tour operator’s biggest-ever branding campaign will make its TV debut on October 22, with a 90 second advertisement during ITV1’s X Factor.

Traditionally, major operators launch their sales campaigns on Boxing Day to tap into the peak New Year booking period and their campaigns are kept a closely-guarded secret in the run-up to Christmas.

Thomson’s campaign runs until May 2012 and will feature across TV, cinemas, online and national newspapers.

It features a young boy talking about what is important in life and why time together is so special. Filmed at a variety of Thomson resorts, it encourages viewers to switch off and focus on the importance of spending time with loved ones.

In the ad, the boy says: “Time. So much to answer for. Never enough hours in the day. Not enough days in the week. It’s time you put down your phone and held your loved one’s hand. Those close to you; share with them a week or two and they’ll cherish it forever.”

Music accompanying the ad is an orchestral arrangement of The Pixies track “Where is My Mind” by acclaimed producer Guy Farley.

Thomson’s head of marketing Jeremy Ellis said: “This campaign is the biggest and boldest Thomson has ever embarked on. As a company we pride ourselves on understanding our customers better than anyone else and we know how important quality time is.”

Canada: Walking in the air

Walking in the air

Joanna Booth tests her head for heights in Alberta
Read More »

Berlin: Wall stories

Wall stories

Katie McGonagle visits 25 years after the fall of the wall
Read More »

Canada: French connection

French connection

Have a whale of a time in Quebec's maritime region
Read More »

Malta: Get more

Get more

Find out how to up-sell a stay to make it extra-special
Read More »

Malta: It's party time

It's party time

Malta’s festivals are the perfect excuse for a short break
Read More »