NEWS


Thomas Cook says its marketing campaign is a ‘reminder we’re here and we’re confident’


Cook mounts campaign as market rises 3% last week


Ian Taylor


Tomas Cook unveiled a multimillion-pound marketing campaign this week amid a general pick-up in summer 2019 bookings and renewed confidence in the group’s future. Industry analyst GfK


comparison with weak bookings last summer during the World Cup and a record-breaking heatwave. Bookings this summer do remain


reported summer bookings in the week to last Saturday (July 20) up 3% on the comparable week a year ago following “a huge turnaround” the week before (Travel Weekly, July 18). Te growth was not due to a poor


comparison week a year ago. Sales in the same week in 2018 were up 2% on 2017, making July a strong month so far following 7% growth in bookings year on year in June. However, the June surge was in


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weaker on price, leading easyJet chief executive Johan Lundgren to downplay talk of a turnaround last week despite reporting “a robust performance” by the airline in the three months to June. He said: “Te environment


remains challenging.” Lundgren told Travel Weekly:


“We’re pleased with the late-booking environment. Bookings are coming through, but I would not go so far as to say bookings have picked up for beach. “Tere are some amazing deals


out there. We have 120,000 seats available in August at under £50. Demand is good, but we have Gatwick-Alicante, Luton-Alicante


2%


Rise in summer bookings revenue compared with same time last year


available in August for £36 or £42, so there is tremendous value.” However, GfK’s latest figures leſt


bookings for the summer 2019 season to date up 1% on the same point last year, with revenue 2% ahead. Tomas Cook’s campaign across


TV, radio, online and print is “a reminder we’re here and a mark we’re confident”, said a group spokesman, who added: “It’s reassuring our customers as we plan for the future.” Cook cut its marketing spend early


this year. But the group confirmed on July 12 that it is in talks about a takeover by Chinese group Fosun and its creditor banks, with a deal due by September. Te spokesman said: “Tere is more to come. We have a great summer ahead.” Te new-found confidence came


despite industry concerns about the exchange rate. Te pound was priced at $1.24 as Travel Weekly went to press on Tuesday following confirmation that Boris Johnson will be the new prime minister. Te exchange rate was only just


above its lowest point since the Brexit referendum of June 2016 due to concern that Johnson could take Britain out of the EU without a deal. Johnson has insisted he will deliver


Brexit by October 31, “do or die”. i Thomas Cook: Round-up, page 8


25 JULY 2019 5


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