Thomas Cook revives ‘classic’ catchphrase in new TV advert

Thomas Cook has revived its ‘Don’t just book it, Thomas Cook it’ catchphrase as part of the company’s first major marketing push since it returned as an online-only travel agency in September 2020.

The campaign aims to remind people of the holidays they took with Thomas Cook, as well as encourage a new generation of travellers to book with the business.

The marketing campaign, which launched today (June 13), will run for four weeks across TV, radio, online and on billboards, and includes an advert designed to accelerate bookings which are reportedly up more than five-fold on last year.

More: Thomas Cook rated UK’s ‘most improved brand’

Thomas Cook returned as an online-only travel business in September 2020 following Fosun Tourism Group’s acquisition of the brand and associated digital assets in November 2019.

Ryan Cotton, European marketing director, said: “For a business that’s less than two years old, we couldn’t be prouder to be making our arrival on TV screens.

“We know we wanted to create an immediate resonance with holidays and remind people that there’s a holiday for everyone if you book with Thomas Cook.

“As part of the advert development, we tested various lines and ‘Don’t just book it’ had broad appeal, even for those who might not remember it from the 90s heyday.

“For those of us that were brought up hearing the line used time and again, it will hopefully put a smile on their face as they remember the fun of their childhood holidays and how Thomas Cook has been a much-loved brand for so many generations.”