Thomas Cook DM HANDMADE HOLIDAYS by J. Walter Thompson Mumbai

Adsarchive » DM » Thomas Cook » HANDMADE HOLIDAYS


Pin to Collection
Add a note
Industry Transport, travel & tourism, Travel Agencies, Tour Operators & Travel Services
Media Direct marketing
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: Travel, Entertainment & Leisure
Advertiser: THOMAS COOK
Agency: JWT
Date of First Appearance: Mar 15 2011
Entrant Company: JWT, Mumbai, INDIA
Executive Creative Director: Tista Sen (JWT India)
Senior Creative Director: Sundeep Sehgal (JWT India)
Senior Creative Director: Ram Jayaraman (JWT India)
Creative Supervisor - Art: Eshani Kumbhani (JWT India)
Senior Copywriter: Mayuresh Dubhashi (JWT India)
Designer: Abey Thomas Joy (JWT India)
Audio Visual Services Director: 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: Dimensional Mailer - Post - 15/03/2011

Describe the brief/objective of the direct campaign.
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, with his dates and to his liking.

So the brief was to 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.

And the overall strategy was to empower the traveller to choose his own memory-markers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Since the brief was clearly to make the traveller aware of the Customized Holiday services from Thomas Cook, the creative had to bring out the fact that the service truly meant personalization.

So we mailed across stencils to the TG, that showed cut-outs of famous tourist destinations across the globe, region wise.
The result was that the traveller had in his hand, a tool through which he could actually chalk out his own travel itinerary. The way he wanted it.

Explain why the creative execution was relevant to the product or service.
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 draw, make, write things the way you want it.

And this is exactly what Thomas Cook Personalized Holiday Service does.
So the creative execution lent itself naturally to the service provided.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
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.