Thomas Cook will debut its turn-of-year advertising campaign at the first screenings of the new Star Wars movie.
The operator has secured a much-coveted, 30-second slot for the post-midnight launch screenings on Thursday morning of the new Star Wars blockbuster, The Force Awakens, expected to be one of the highest-grossing films of all time.
The campaign, which has the tagline ‘Leave it to Us, You’re on Holiday’, will be shown throughout the Star Wars run at Vue, Cineworld, Odeon and a number of independent cinemas across the UK.
Cook said the multimillion-pound campaign emphasises the “stress-free” service it offers.
The cinema launch advert sees a boy rushing to a swimming pool at a Sunwing hotel with his mum trailing behind, before breaking into a street dance.
“It’s about that amazing moment of being able to free yourself,” said Thomas Cook UK marketing and e-commerce director Jamie Queen.
The campaign will also run on national TV. Cook has created four different commercials, one of which is aimed at adults.
The first to air will be a 60-second advert during Text Santa on ITV1 tomorrow (Friday).
The TV campaign will run in January and February.
The peaks promotion will also run across the retailer’s store windows, billboards, email, online adverts, social media, video on demand and radio.
Queen said Cook had focused more of its marketing budget on retail this year. “We’re supporting retail with an increased spend on brochures year on year in response to a rise in customer demand,” he said.
Cook agents will be encouraged to share the ad on social media.
“We really want our retail staff to get behind it,” said Queen.
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