Thomas Cook and JWT India show UK big brother how to make a decent ad

Thomas Cook, the venerable UK travel agent (now majority-owned by a German outfit) has been a veritable disaster zone recently, losing nearly £400m last year and sacking long-serving CEP Manny Fontenia-Novoa.

It’s now kept afloat by its bank lenders and has decided to spend some of their money on this campaign from JWT India, hoping to reach the three million or so Indian travellers taking their first uncertain steps outside the sub-continent. Apparently one of the dangers they face is booking a stay in a French-themed knocking shop by mistake.

Is all the murk deliberate? We’d like to see a bit more of the ‘Golden Mangoes.’ Anyway at least there’s an idea.

Which is more than you can say for last year’s UK campaign featuring TV couple Jamie and Louise Redknapp.

This one won everybody’s ‘extra cheese’ award. Thomas Cook has since moved its account from Garry Lace and Robert Campbell’s start-up Beta to Euro RSCG. Which is one step on the long road to recovery.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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