p6-7 News Dec18 16/12/09 21:31 Page 6
news turn-of-year promotions
ttglive.com
Star agents, the X Factor, TV and radio – operators and agencies Thomson senior marketing manager Rebecca
are deploying a range of tactics to grab consumers’ attention in
Edwards said the aim was to hit the weekend
turn-of-year campaigns. Rupert Murray and Chris Gray report
before Christmas to get customers thinking
about holidays.
“We are hoping to buck the trend by getting
Thomson agent
the message out early and we hope we won’t see
such a lates market next year,” said Edwards.
The campaign focuses on Thomson’s Sensatori
resorts, and the TV adverts include clips of the
Sensatori Tenerife, which will open in May.
Regional press advertising will promote 13
to be face of 2010
airports across the country.
Personalised brochures will be sent to
customers at the end of December, based on
their previous holiday choices.
And in January a personalised series of emails
THOMSON agent Charlotte Leaney is set to gain a same time,” she said. “A lot of the guys met Harry will be sent out based on customer web searches
high profile in 2010 after being chosen to be the himself but I missed him unfortunately – but I did and will include feedback scores for the holiday
face of the company’s turn-of-year promotions. meet Danny Dyer and Nicholas Lyndhurst.” being promoted.
A life-size photo of Leaney, assistant manager The turn-of-year campaign started yesterday, January will also see the launch of MyHoliday
at Chelmsford in Essex, will appear in every ahead of Thomas Cook’s and slightly earlier Alerts, a bespoke email service based on
Thomson shop across the UK for the campaign, than most previous years, regardless of this customers’ tailored preferences such as airport,
which this year centres on its top-end all-inclusive year’s late booking trend. destination, departure dates and budget.
Sensatori resorts and starts earlier than normal.
She also appears in the firm’s TV adverts,
which aired for the first time yesterday, in which
she is seen preparing pillows and conducting
music to create the perfect holiday for customers.
Leaney, who has been with Thomson for eight
years, said she was overwhelmed when she was
nominated as the face of the campaign by her
regional manager, and chosen because of her
dedication throughout the year.
“My friends, family and especially everyone
who works with me have been excited about
seeing these adverts for ages – we’ve talked
about nothing else,” she said.
“I can’t believe I am going to be in every
Thomson window in the country; I might start
being recognised in the street.”
Leaney spent three days at Pinewood Studios
for the filming and photoshoot. “It was incredible
to be there. Harry Potter was being filmed at the Face of Thomson Charlotte Leaney with colleagues Ross Trower and Patricia Eleodore
First Choice
adult customers looking for a relaxing getaway. First Choice yesterday launched nine new
The message is that the better the kids’ pools, brochures, including its first edition 2010
the quieter the adult ones will be.” Lapland and second edition summer 2010
woos parents
A key element is the new “More” campaign, brochure, which includes Croatia, Montenegro
which Mayo said would highlight the value of and Cape Verde for the first time.
booking with an operator rather than independ-
FIRST CHOICE’s turn-of-year campaign targets ently. Themes include more baggage allowance,
parents by emphasising that the appeal of its service, security, choice and flexibility.
child facilities means a relaxing time for adults. Some 145,000 customers will receive personal
The campaign, which starts tomorrow, builds recommendations, and an eight-page brochure
on the launch of the brand’s new Splash product is being mailed to 300,000 homes this month.
of hotels with waterparks. Both First Choice and Thomson are playing
Marketing general manager Stuart Mayo said: down the consumer protection aspect that
“The new element is designed to appeal to the figured highly last year.
06 18.12.2009
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