Thomas Cook has revived its well-known ‘Don’t just book it…Thomas Cook it!’ slogan after a 15 year break.


The strapline, last used in 1993, was created in 1984 and rapidly became a popular advertising slogan. As a result, Thomas Cook was recognised as an inaugural member of the Advertising Hall of Fame by AdSlogans in 2000. Only 114 slogans have been admitted to the Hall of Fame since, out of a possible 200,000 English language straplines used in advertising.


Group chief executive Manny Fontenla-Novoa said the slogan had been brought back following new research in October this year by YouGov, which showed there was still a high level of recognition of the slogan, with even young consumers remembering it.


In the poll of 2000 people, 60% could still complete the strapline. The recall increased to 75% in the 35-44 age group. Among 15-24 year olds, who had the lowest response, 24% still remembered the slogan.


He said: “For a marketing team to go back to something is pretty unusual. The reaction [from staff] has been fantastic.”