Thomson to extend turn-of-year TV campaign

Thomson to extend turn-of-year TV campaign

A new Thomson advertisement featuring agent Alex Porter will be shown on national television in the spring as the company seeks to prolong its Discover Your Smile campaign.

The 20-second ad will focus on Thomson’s customer service, from the booking process to in-resort. It will also feature Miles the Bear, the main character in the launch ad of the multimillion-pound Discover Your Smile marketing campaign last September.

Tui Travel UK marketing and digital director Jeremy Ellis said: “This year, we want to run our TV campaign for as long as possible because TV plays an important role in driving sales online and into shops and call centres.

“We feel the ‘service’ message is an important part of our differentiation. The fact the ad is just 20 seconds means we plan to have higher frequency [of screenings].”

Porter (pictured), deputy superstore manager at Thomson’s holiday design store in Cardiff, flew to Jamaica to be filmed at the company’s Sensatori resort.

Playing the part of a holiday rep, she is the main focus of the new ad, after appearing briefly in the launch ad. The same family features to give the ‘story’ continuity.

“It was so exciting to be part of this,” said Porter. “It has given me an extra thing to talk about with customers.”

The TV ad will air for two weeks in late March and early April. It will also run on Facebook, YouTube and Discoveryoursmile.co.uk.

The ad aims to demonstrate Thomson’s round-the-clock service and promotes the My Thomson app. It will not feature price messages but will be backed up by commercial messages on other channels in the spring to promote the lates market.

As part of Discover Your Smile, Thomson ran short product-focused ads on the Dreamliner and Sensatori in January and February.

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