Thomas Cook: Repositioning a Travel Brand in Ireland
Thomas Cook Holidays, incorporating well-known names like Sunworld, Panorama, Direct Holidays and Club 18-30, was entering a transformative phase in 2009. The business was consolidating its various brands under the single Thomas Cook umbrella in Ireland. It needed to maintain consumer trust, communicate the benefits of the merged offering and drive renewed interest during a time of industry volatility and changing travel behaviours.
As the lead PR agency in Ireland, we launched creative stunts such as “Direct Holidaymakers” where actors dressed in beachwear rode Dublin public transport to launch the summer brochure. Another campaign introduced “Tommy the Beach Ball,” a street ambassador who interacted with the public with social giveaways. We also supported Thomas Cook’s presence at the National Ploughing Championships, creating a Mediterranean-themed stand that generated strong visibility and customer interaction.
These stunts were supported by Facebook competitions, late-deal placements in key media titles and frequent media drops and FAM trips to destinations. When travel crises occurred, including the Arab Spring and the Icelandic volcanic ash cloud, we worked closely with the head office to provide localised crisis management. This ensured Irish media and travellers received timely, reassuring communications.
Through consistent messaging, creativity and collaboration, we helped Thomas Cook remain a top-of-mind holiday brand for Irish consumers while reinforcing its value to travel agents and the trade.
Media Relations
Day-to-day press office support including news releases, media drops, seasonal angles, and trade news. We also secured interviews, features and destination coverage across national, regional and online outlets.
Content Creation
Crafted messaging and visuals for consumer and trade audiences. From reactive statements and brochure launches to social media competitions, our content helped shape brand perception.
Sponsorship
Leveraged partnership assets across travel and entertainment media. Included brand presence at the National Ploughing Championships, where we helped activate a Mediterranean-themed stand to boost visibility and drive engagement in rural markets.
Event Management
Created and executed stunts, pop-ups and themed seasonal activations across key urban locations. Managed planning, logistics, staffing, and post-event outreach to maximise earned coverage.
Crisis Management
Provided immediate comms counsel and press responses during major industry disruptions. Maintained consumer confidence by acting as a liaison between Irish media and Thomas Cook during unfolding news events.
Results
€8.4 million AVE (Advertising Value Equivalent) secured
200+ pieces of earned media including national press, radio, and digital
3 major seasonal stunts delivered with strong media pickup
Engaged more than 100,000 consumers through on-street activations and digital campaigns
Successfully maintained brand trust during events like the Arab Spring and Icelandic ash cloud
