Thomas Cook Design & Branding HANDMADE HOLIDAYS by J. Walter Thompson Mumbai

Adsarchive » Design & Branding » Thomas Cook » HANDMADE HOLIDAYS


Pin to Collection
Add a note
Industry Travel Agencies, Tour Operators & Travel Services
Media Design & Branding
Market India
Agency J. Walter Thompson Mumbai
Executive Creative Director Tista Sen
Designer Abey Thomas Joy
Photographer Rohit Redekar
Released March 2011

Credits & Description

Category: Public Spaces
Advertiser: THOMAS COOK
Agency: JWT
Date of First Appearance: Mar 15 2011
Entrant Company: JWT, Mumbai, INDIA
Executive Creative Director: Tista Sen (JWT India)
Sr. Creative Director: Sundeep Sehgal (JWT India)
Sr. Creative Director: Ram Jayaraman (JWT India)
Creative Supervisor - Art: Eshani Kumbhani (JWT India)
Sr. Copywriter: Mayuresh Dubhashi (JWT India)
Designer: Abey Thomas Joy (JWT India)
Director - Audio Visual Services: Kaushal Thakkar (JWT India)
Photographer: Rohit Redekar (JWT India)
Client Servicing Director: Farhad Elavia (JWT India)
Account Director: Darryl Almeida (JWT India)
Account Executive: Vivek Narayanan (JWT India)
Media placement: Outdoor Posters - Malls, Thomas Cook Offices & Counters, Food Courts. - 15/03/2011

Describe the brief from the client
Thomas Cook has a dedicated Customized Holiday service that caters to the FIT (Flexible Individual Traveller) who wants personalized holidays. This traveller does not want to move around with a group at the behest of a tour leader, but wants to plan his vacation, his way, with his dates and to his liking.

So the brief was to clearly engage this traveller in an interesting manner by making him aware of the Customized Holiday Service, while reassuring him of Thomas Cook’s position as the holiday expert.

Describe the challenges and key objectives
The FIT (Flexible Individual Traveller) does not want a regimented holiday schedule. He wants his holiday to be planned according to his likes. But he seemed to be aware that travel agencies only provided Set Packaged Holidays with fixed itinerary. So the challenge was to make him overcome the mind set that no can help him professionally plan a holiday, that truly fits his plan. A holiday that is truly personal.

So the key objective was to engage the TG in an interesting manner and make him aware of the Customized Holiday Service offered by Thomas Cook.

Describe how you arrived at the final design
The creative execution was a STENCIL that showed cut-outs of the famous tourist destinations across the globe, region wise.

The single objective of a stencil is to make or write things the way you want it.
And this is exactly what Thomas Cook's Customized Holiday Service does.
So the creative execution & the design lent itself naturally to the service provided.

Give some indication of how successful the outcome was in the market
The stencil managed to make a "mark". Literally.
As a result the toll-free number registered a 27% increase in inquiries in the first two weeks itself. This number jumped to 36% by April. Customers opting for Set Packages too inquired about Customized Packages. The stencils proved to be so effective that there was an increase of 17% in customer database especially with Customized Holiday Services.
Of these, 5% actually converted from Set Packages to Customized Packages.
The traveller had got what he wanted. And so did Thomas Cook.