Thomas Cook Temperatures Calendar by Serviceplan Munich for Thomas Cook

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Thomas Cook Temperatures Calendar

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Industry Consumer & Public services, Transport, travel & tourism
Media Print, Magazine & Newspaper, Design & Branding
Market Germany
Agency Serviceplan Munich
Executive Creative Director Matthias Harbeck
Creative Director Oliver Palmer
Art Director Sebastian Struppler, Michel Maurice Lueck
Copywriter Sebastian Wolf
Released February 2011

Awards

Epica Awards 2012
Direct Marketing Business to Business Direct Bronze

Credits & Description

Category: Calendars
Advertiser: TC TOURISTIK
Product/Service: THOMAS COOK TRAVEL
Agency: SERVICEPLAN
Chief Creative Officer: Alexander Schill
Executive Creative Director: Matthias Harbeck
Creative Director: Oliver Palmer
Copywriter: Sebastian Wolf
Art Director: Michel Maurice Lueck/Sebastian Struppler
Account Supervisors: Anna Arnert/Friederike Barf
Screendesign/Programmer: ([.nfq] netzfrequenz)
Production Company: (Demo Designmodellbau)
Media placement: Multi-Media Calendar - Germany - 01.01.2012

Describe the brief from the client
Thomas Cook wanted an extraordinary promotion, in order to be positioned as a modern travel agent. At the same time, they wanted to communicate current travel offers.

Describe the challenges and key objectives
The main challenge consisted in combining the premium standards of Thomas Cook with an efficient sales promotion, engaging customers in a unique and state-of-the-art manner.

Describe how you arrived at the final design
The Thomas Cook temperatures calendar: the first calendar displaying the date in the form of temperatures of holiday destinations. For every destination, it suggests Thomas Cook travel offers for immediate booking.
Specially programmed software compares the weather-data of our cooperation partner, wetter.com, with Thomas Cook travel offers, and selects appropriate matches.
The design reflects the Thomas Cook corporate identity. The round shape derives from the logo, symbolising the globe. The stand is specially designed, so from the front it seems the calendar floats like a planet. Its tilt represents the tilt of the earth's axis. Furthermore, we applied the logo colours to the display’s colour scale.

Give some indication of how successful the outcome was in the market
Customers reacted very enthusiastically. The idea of linking a calendar, a temperature station and a travel agent was perceived as surprising and entertaining. People immediately obtained more information on the offers using the QR Codes - and many booked on the spot. Since the beginning of the promotion, the mobile booking traffic at calendar locations increased by up to 13%, and the conversion rate from enquiry to booking increased by up to 32% on annual average. Thus, the calendar became the most effective Thomas Cook sales agent.