NEWS YOU NEED TO KNOW 4


Cook’s late peaks ad aims to hook ‘younger market’


Juliet Dennis juliet.dennis@travelweekly.co.uk


Thomas Cook has released a peak season TV advert weeks ater its rials seifially targeting millennials.


The four-week campaign


promotes its latest hotel brand, Cook’s Club, six of which are to open this year. The ad aired this week for the


first time on E and outube. t runs across digital, video, TV and social channels. Travel companies traditionally


run peak season TV adverts from Boxing Day for the turn-of-year sales period. This year, Cook chose


to sponsor Channel  show The Secret Life of 5 Year Olds on Holiday


and run digital advertising on its Sunwing hotels.


Cook said its Christmas activity


was aimed at the family market watching prime-time TV and said late January was a better time to address the younger market. Some marketing experts said Cook risked losing a “large chunk” of exposure, but admitted there could be “a degree of logic” in opting for cheaper, less-crowded


slots. Steve Dunne, chief executive of Digital Drums, said: “The problem is you are not on people’s radars when they are planning the year ahead. It’s more to do with Cook’s media buying strategy; you get more for your money after Christmas. But there is an argument you will get drowned out at Christmas and E may be a good choice for millennials.” Sarah Johnson, chief executive of


P firm otus, added: “By coming out now they have missed several


weeks of the key booking period.” A spokeswoman from Cook said:


“We look at every year’s campaign with fresh eyes to make sure we target the right audience through the right channels at the right times. “Moving into the second half of January we turn our attention to younger holidaymakers. Our data shows this audience typically book their summer holidays later than families.” About 25% of Cook’s UK


customers are aged 18 to 35.


An image from Cook’s new TV ad, targeting younger adults


5 STORIES HOT


5 Shh! Don’t mention the word ‘cruise’


Harry Kemble harry.kemble@travelweekly.co.uk


A cruise agency has almost entirely removed cruise jargon from its website and made its national TV debut without images of ships in a bid to attract new-to-cruise customers.


Cruise Nation has removed


“about 80% of cruise language” from the package section of its website, which accounts for 96% of its traffic. Its 30-second ad features


excursion destinations and beaches, onboard food, drink, activities and entertainment, but does not include any bow-to-stern pictures of ships. The word ‘cruise’ is mentioned


only in company names. On its site, the agency uses the


term ‘floating resort’ rather than ship, accommodation instead of cabin and, in many instances, holiday rather than cruise. Owner and managing director


Phil Evans said the Norwegian Cruise Line-backed ad, which has the tagline ‘Not All Holidays Are Equal’, is aimed at new-to-cruise


6travelweekly.co.uk24 January 2019


customers. It launched on January 23 on ITV, Channel 5 and some Sky channels. Evans said: “We are removing the cruise speak, which I believe is a major barrier to someone who has never cruised before. “We are trying to tap into the


holiday and new-to-cruise market. “We are getting people to


compare past holidays with [the ad],” said Evans, adding that he wanted to capitalise on the trend for all-inclusive breaks with NCL’s all-inclusive packages. The decision was prompted by


a Cruise Nation survey into the holiday habits and use of language of 5,000 customers and members of the public last month. NCL has also backed an advert


for Scottish agency Barrhead Travel – which will feature ships – to be aired this week.


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