Thomas Cook
Holiday Monitor
October 2013
Issue 3
Media Briefing
Heart of the Matter
Following the roll-out of a High-Tech,
High-Touch strategy in March and a
capital refinancing deal in May, the time is
now right for Thomas Cook to create the
next chapter in its history.
From October 1 2013, all of our brands with a few strategic exceptions - will unite
under a Sunny Heart, a common symbol
that connects each part of the business
across every segment and every touch
point to ensure that we are more visible and
identifiable as a group.
This brand unification is a vehicle for our
transformation, linking our visual identity
directly to our core strategic values. The
revitalised look and feel of Thomas Cook
defines us - a statement that means
something across all cultures, countries
and languages. It demonstrates our scale
and diverse offering by assuring customers
at every stage of their journey with us that
they are in the strong, reliable hands of a
global leader.
This brand unification starts and ends with
our customers, enabling us to deliver on
The Sunny Heart is a very clear, visible signal our brand promise. It allows us to offer our
that we are back, that we are different and
customers unforgettably differentiated
that we are shaping our future, building
experiences that ensure they come back
on the power of our heritage and creating
time and again. It is a reaffirmation of our
the company we want to be. It conveys a
dedication to delivering trusted, personal
timeless message of warmth, commitment and innovative experiences so that every
and the sunny emotions and happy
time they see our Sunny Heart, no matter
memories that holidays bring.
what group brand it is associated with, our
customers will know that we are there to
We have also introduced a new brand
serve, help and to guide them whenever,
essence, which aims to clearly communicate
however and wherever they are.
our values of Trust, Innovation and
Personalisation: Inspiring Personal Journeys The new Thomas Cook offers a truly
By the Trusted Pioneer in Global Travel.
personal – and personalised – service in
Complementing the Sunny Heart, ‘Let’s Go’ every channel and at every touch point.
simplifies the new brand essence in just
two, memorable words, representing the
This is more than just a rebranding.
excitement, energy and values of Thomas
It is a new beginning.
Cook in 2013.
Top 5 Summer 2014 Destinations
1. Turkey
2. Majorca
3. Cyprus
4. Zante
5. Tunisia
Top 5 Concept Hotels 2014
1. SENTIDO Rosa Beach Resort
Tunisia
2. SENTIDO Phenicia
Tunisia
3. smartline Club Ilayad
Turkey
4. SENTIDO Punta Del Mar
Majorca
5. SENTIDO Cala Vinas
Majorca
Top 5 Winter Destinations 2013
1. Tenerife
2. Lanzarote
3. Fuerteventura
4. Gran Canaria
5. Gambia
Top 5 Christmas Markets 2013
1. Bruges
2. Vienna
3. Prague
4. Lille
5. Berlin
* Based on sales with Thomas Cook brands
If you’d like more information on any of the above, please contact the Thomas Cook UK Press Office on:
01733 417272
[email protected]
@TCPressOfficeUK
or visit our press centre
www.thomascook.com/press-centre
FOR MEDIA PURPOSES ONLY
Get social, Talk about it on #letsgoTC
A fifth ribbon was added to the globe
symbol in 1928, and “Cook’s Tours”
became “Cook’s Travel Service” - showing
that Thomas Cook could offer its customers
far more than package tours...which had in
fact been true for more than 50 years!
Info-graphic
History of Thomas Cook Logo
1935 -1939
The logo
journey of
Thomas Cook
1930 -1935
The simpler TC&S (i.e. Thomas Cook & Son)
symbol replaced the globe in 1930. It was
mainly used on Thomas Cook’s Continental
brochures during the 1930s.
1947 -1974
The ship logo and “Cook’s For Travel” slogan
were introduced in the mid-1930s. They
appeared chiefly on Thomas Cook’s British
brochures and publicity material.
1947 -1955
This strapline was also introduced after the
Second World War. It was used - in various
colours and typefaces - on the front covers
of our brochures until the mid-1950s.
Introduced after World War Two, this symbol
combined the scallop shell emblem of
pilgrims with the winged helmet of Mercury,
Messenger of the Gods. A globe was also
included for good measure. This logo featured
on company letterheads and shop windows
rather than brochure covers...although it did
sometimes appear within brochures.
1955 -1974
1880 -1914
1974 -1989
1914 -1928
Introduced in 1880, the globe symbol
appeared on a handful of brochure covers
in the late 19th century. Its use became
more widespread after 1900 and it also
featured on the cover of ‘The Traveller’s
Gazette’, Thomas Cook’s monthly travel
magazine, from 1902.
A fifth continent, Australasia, was added
to the ribbons around the globe in 1914,
to reflect Thomas Cook’s expanding
global business.
1919 -1930
1928 -1930
A fifth ribbon was added to the globe
symbol in 1928, and “Cook’s Tours”
became “Cook’s Travel Service” - showing
that Thomas Cook could offer its customers
far more than package tours...which had in
fact been true for more than 50 years!
1935 -1939
The “flying globe” logo was introduced after
World War One, but it only appeared in
certain markets, such as America, France
and South Africa. It was not used in Britain.
A new corporate identity - the words
“Thomas Cook” in “flame red” - was
adopted for the first time in 1974.
2001 -2013
In 2001, following the acquisition of
Thomas Cook by Condor & Neckermann,
a new logo was introduced, combining the
Thomas Cook name with the blue and
yellow (representing sea and sun) “holiday”
colours of C&N.
The word “Cooks” - again in various colours
and typefaces, but without an apostrophe appeared on our brochure and marketing
literature from the mid-1950s until the
early 1970s.
1989 -2001
In 1989, with the growth of the Thomas
Cook Group's prominence, a consistent
standard was required. The revised identity,
launched in October 1989, saw the
introduction of the red brick logo and a
standard Thomas Cook Red.
2013...
1930 -1935
In October 2013, the Thomas Cook Group
of companies unites for the first time in its
history under one identifier (the ‘Sunny
Heart’) and celebrates the launch of new,
differentiated products and innovative
online tools.
The simpler TC&S (i.e. Thomas Cook & Son)
symbol replaced the globe in 1930. It was
mainly used on Thomas Cook’s Continental
brochures during the 1930s.
1947 -1974
1947 -1955
Introduced after World War Two, this symbol
combined the scallop shell emblem of
pilgrims with the winged helmet of Mercury,
Messenger of the Gods. A globe was also
included for good measure. This logo featured
on company letterheads and shop windows
rather than brochure covers...although it did
sometimes appear within brochures.
If you’d like more information on any of the above, please contact the Thomas Cook UK Press Office on:
This strapline 417272
was also introduced after the
01733
Second World War. It was used - in various
colours and typefaces - on the front covers
of our brochures until the mid-1950s.
[email protected]
1955 -1974
@TCPressOfficeUK
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to Thomascook.com
The ship logo and “Cook’s For Travel” slogan
were introduced in the mid-1930s. They
appeared chiefly on Thomas Cook’s British
brochures and publicity material.
Then and Now
Thomas Cook
through the ages
Meaning behind the Emblem: Introduced
after World War Two, the Helmet and Shell
emblem combined the scallop shell emblem
of pilgrims with the winged helmet of Mercury,
Messenger of the Gods.
n
Thomas Cook
unification (Heart)
In 1948 the Company became state owned as
part of the nationalised British Railways and
enjoyed a healthy trade through the fifties
and sixties, benefiting from the post war
holiday boom. In 1972 it returned to private
On 9 June 1841, 32 year old Thomas Cook
ownership, bought by a consortium of Midland
changed the way Britain and the world
Bank, Trust House Forte and the Automobile
thought about travel. At a council meeting
in Leicester, Thomas proposed a trip by train Association and a radical reorganisation
from Leicester to Loughborough, taking 500 followed, as did a new standardised corporate
logo.
passengers the enormous distance of 12
miles and back for a shilling. The journey,
Launched in 1974, the logo took on a Flame
which took place on 5 July 1841, was
Red appearance to show how Thomas Cook
essentially the very first ‘package holiday’.
was “exciting”, “young” and “active”. Core
For the next 25 years, Thomas Cook was a one values of coolness, professionalism, reliability
and tradition, which were also seen as integral
man operation trading as Thomas Cook but
with ‘Cooks Tours’ as its brand name. In 1871, parts of the company’s’ make-up, were
Thomas Cook’s son John Mason Cook became a suggested by the supplementary colours of
partner and the name of the company changed metallic silver and silver grey.
to Thomas Cook & Son. Over the years, the
Various shades of red were used across the
company changed its name several times,
company for the next fifteen years, by which
eventually merging with My Travel Group plc
time a consistent standard for all logo and
in 2007 and finally becoming Thomas Cook
branding applications was required to reflect
Group plc.
the size and scale of the growing business - the
Although prior to 1974 there was no definitive
logo per se, Regina Blue was Thomas Cook’s
brand colour from 1947 up until 1974.
Thomas Cook corporate stationary throughout
the 1950’s and 1960’s bore a Helmet and
Shell emblem that was of great importance
to ‘Thomas Cook’s World Travel Service’. This
had its own elaborate story, as explained in the
Staff Newsletter published in July 1947.
Airtours
Club 18-30
n
Standalone
Red Brick logo and a standard Thomas Cook
Red was introduced in October 1989.
Hotels4u.com
In 2001, following the acquisition of Thomas
Cook by Condor & Neckermann, a new logo
was introduced. The Globe was a combination
of the Thomas Cook name with the blue
and yellow “holiday” colours of Condor and
Neckermann, which represented sea and sun
respectively.
Direct Holidays
October 1 2013 is another defining moment
in Thomas Cook’s visual history as - for the first
time - all brands are united under one symbol:
‘The Sunny Heart’.
Cresta
Elegant Resorts
Extract from Thomas Cook company
newspaper July 1947:
“This is the new emblem of the House of Cook; you all know it. Examine it before you read this article and see if
you can discover the meanings that lie
behind it.”
The Co-operative travel
If you’d like more information on any of the above, please contact the Thomas Cook UK Press Office on:
01733 417272
[email protected]
@TCPressOfficeUK
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The Thomas Cook brand has also been through
many developments over the years. It has
changed its look and feel to keep it fresh and
modern for each successive generation, with
the earliest logos dating back to the end of the
19th Century.
Thomas Cook
The Essence of it all
Mike Hoban - Sales, Marketing & E-Commerce Director
I
In 1841, Thomas Cook laid the foundations
for a global force in travel. A visionary and
innovator, he was a man who embraced change
– a driving force in the Thomas Cook Group of
today that has kept us at the leading edge of
our industry.
The last year has been one of tremendous change
for our business, one where we have taken some
bold decisions and made some big steps as we
strive to reach customers wherever, whenever
and however they need us. We are creating a
new, High-Tech, High-Touch Thomas Cook Group,
building on our cornerstone values of trust,
innovation and personalisation, with a unique
heritage at its heart.
The new visual identity symbolises our promise to
customers. But, a brand promise is about so much
more than having a new logo or tagline. The real
value will come from how we bring our revitalised
identity to life for our customers and for our
colleagues. Indeed, it doesn’t matter how much
time we spend telling people how great the Heart
is, how great we are… If they don’t feel it at every
touch point, every time, they won’t believe it. And
if they don’t believe it, they won’t come back.
Our new visual identity represents how we are
creating a new Thomas Cook Group, building on
our values and pioneering history. The symbol
and its applications are approachable, positive
and engaging, the silver-grey wording reflecting
high-tech and innovation.
Indeed, actions speak louder than words.
Every time we make a recommendation, take a
booking, greet a guest, send an email or answer
a telephone call, we are judged by how well we
deliver the promise our brand makes. To support
the brand unification and our High Tech, High
Touch strategy, we have chosen to radically
simplify our brand portfolio while updating our
product offering, including an expansion of sun
and beach breaks, a greater selection of city
breaks and the addition of exclusive concept
hotels, all of which will be owned and operated
by us as we offer a reliable, quality assured
experience. We are launching a new web
site, complemented by new functionality and
sophisticated apps for smart devices. The Heart
will appear in brochures, in our aircraft, in socials
media, in store… In short, we will embed the
brand unification at every stage of the customer
journey – reassuringly illustrating how everything
is connected at every level.
So ... Let’s go!
It is warm and fresh, yet timeless… And just what
you would expect from a market leader with a
heritage that goes far beyond any other in leisure
travel.
Mike Hoban,
Sales, Marketing & E-Commerce Director
Today marks a new milestone in the history of a
business that has helped to shape the modern
travel experience. We have a new brand essence –
Inspiring Personal Journeys By the Trusted Pioneer
in Global Travel – and we are bringing together
This change will be a gradual process. Some
brands from across the Group under a unifying
elements will benefit from new brand imagery
symbol that expresses our revitalised business.
almost immediately. For others, the Heart will
be introduced over a phased period as part
The Sunny Heart represents a family of wellknown and well-loved brands backed by a trusted of the natural replacement
cycle – when new brochures
travel provider. It has been conceived to forge
are published, when retail
even greater bonds with our customers as we
guide them throughout their journey, and provide stores are refreshed and when
a visual reminder that they are in the best possible aircraft are scheduled for
hands in every channel and at every touch point. maintenance. When it comes
to stationery and other dayThe heart is a symbol of warmth, vitality and joy
to-day utilities, the company
– precisely what we believe our customers will
has spent many months
experience when they travel with us. It is also a
running down stocks in order
symbol for care and trust, and provides us with a
to minimise costs.
unique and differentiating place in the market.
‘Let’s Go’ complements the Heart by taking
our brand essence and saying it all in just two,
memorable words. It represents the excitement
and the energy of Thomas Cook in 2013, along
with our new values, conveying a message of
warmth, commitment and the sunny emotions
and happy memories that holidays bring.
If you’d like more information on any of the above, please contact the Thomas Cook UK Press Office on:
01733 417272
[email protected]
@TCPressOfficeUK
Get social,
Talk about it on
#letsgoTC
or visit our press centre
www.thomascook.com/press-centre
A Brand new concept
In Retail
As the Company rapidly continues its innovative plans
for a Hi-Tech, Hi-Touch approach aimed at providing a
complete, end-to-end customer experience, the ‘Store
of the Future’ has become an integral part of Thomas Cook’s omni-channel approach, while
illustrating and reinforcing its commitment to the High Street.
In December 2012, Thomas Cook opened its first
concept store in Leeds White Rose with two more recently
opening their doors in Edinburgh, Stockton-on-Tees and
Bristol Broadmead. The new generation store refresh
showcases the various ways to book with Thomas Cook,
enabling customers to research and book their holiday in
whichever way they choose - whether that’s viewing video
content streamed throughout the store, booking online
using one of the in-store tablets or receiving assistance
from one of Thomas Cook’s travel experts.
We are also proud to
announce that our next Store
of the Future will open in
Lakeside this month.
With more stores due to open
in 2014, the ‘Store of the
Future’ is well on its way to
becoming the
‘Store of the Present’.
A Brand new concept
In Hotels
As part of its Summer 2014 launch, Thomas Cook announced
an all-new line-up of properties and holiday experiences,
including a range of exciting hotel concepts. The new
concepts include Thomas Cook Sunwing Family Resorts and
adult-only Sunprime hotels, as well as Airtours smartline
budget hotel. The enhanced offering also includes the
expansion of Thomas Cook’s flagship SENTIDO hotels.
“Thomas Cook remains
an iconic brand for UK
holidaymakers, and that’s why
we are continuing to grow and
enhance our differentiated
product offering to ensure that
we meet or exceed their needs
and expectations.“
Uli Sperl,
Product & Yield Director, Thomas Cook UK & Ireland, said:
If you’d like more information on any of the above, please contact the Thomas Cook UK Press Office on:
01733 417272
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“We understand how important a holiday is to customers looking for
unique experiences, and we have worked harder than ever to tailor
the holidays we offer across our adult and family portfolio. Our new
concept hotels have been developed to ensure that Thomas Cook has
a wide variety of holiday experiences designed to suit all tastes and
budgets.
Find out more
about these NEW hotel concepts
click here
for more
information
Setting the Standard
SENTIDO hotels are renowned for their excellent levels
of quality, service and comfort. These premium four
and five star hotels offer a wide range of destinations
to choose from - whether you are travelling as a family
or adults only.
SENTIDO Family Hotels A range of four star plus hotels
designed with children from 3 to 16 in mind, with
dedicated programmes for parents and children in a
child-friendly environment.
SENTIDO Adult Only Hotels A range of four star plus
hotels designed for couples and individuals aged
16 years and above. In these smaller hotels, guests
can enjoy personalised service in a calm, child-free
environment.
click here
for more
information
Made for Everyone
Only available from Airtours, smartline hotels are a
great value option for families, couples and single
travellers.
Ice cream and fresh fruit are served daily from the
smartline ice cream trolley and free Wi-Fi is also
available in the lobby.
The eye-catching, colourful interior design is fresh
and inviting and each hotel typically has a bar, buffet
restaurant and swimming pool.
Typically three star rated, smartline Hotels are perfect
for holidaymakers looking for value for money, good
quality accommodation.
click here
for more
information
Made For Families
Features include comfortable family-friendly
apartment suites and a great mix of different pools
Sunwing Family Resorts have been especially designed suitable for small children, teenagers and adults; a
to offer an enhanced family experience. These are
range of children’s facilities from Kids’ Clubs to welllocated beside or very close to beaches, and offer
equipped teen lounges; a choice of meal options from
innovative facilities and services that meet family
self-catering to all-inclusive; professional family shows
members’ needs for flexibility, choice and accessibility. and entertainment; and free Wi-Fi throughout.
click here
for more
information
Made for Adults
Developed with adults in mind, Sunprime Resorts
are premium four star plus adult-only hotels
for couples and singles looking for high quality
accommodation in a relaxed and comfortable
environment.
All Sunprime hotels offer luxurious rooms,
generously sized swimming pools, lounges for
socialising with like-minded adult holidaymakers,
impressive spa, wellness and fitness facilities, deli-style mini-markets and restaurants offering
healthy dishes inspired by foods from around the
world.
If you’d like more information on any of the above, please contact the Thomas Cook UK Press Office on:
01733 417272
[email protected]
@TCPressOfficeUK
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To find out more about our hotels or to discuss possible
facility trips, get in touch with the press office
Technology update
Thomascook.com launches newly
redesigned homepage
Thomascook.com has rolled out an all-new landing page with
the aim of further enhancing the user experience and better
showcasing the fantastic offering provided by the UK’s favourite
holiday provider. Designed to be more user-friendly, the new look
and feel of Thomascook.com provides users with a sleeker, more
modern web experience, while offering a simple and easy-tonavigate layout.
At the top of the homepage, visitors will find a selection of rotating
images, which include some of Thomas Cook’s most popular hotels
and resorts, enabling users to click on any given image and go
straight through to the featured page on Thomascook.com.
Trip Tips for Travellers:
Thomas Cook has made planning for that all important annual
holiday a lot easier by developing a brand new information Hub
called ‘Trip Tips’. Hosted on thomascook.com, Trip Tips aims
to help holidaymakers plan their perfect holiday from booking
advice and cost saving recommendations, to the latest mobile
travel apps to download and even guidance on how to look after
your pets while on holiday.
Social Media
Interesting facts and figures
• 50% of travel companies have said that direct bookings have been generated from social media.
Quick
fact
We asked our customers for their funniest holiday
memory for a chance to win a £100 voucher under the
hash tag #WinitWednesday
Some responses from @ThomasCookUK
#winitwednesday promotion
Went for a wee in the woods in Norway when a HUGE elk
crept up behind me never been so scared or moved so fast
#WinItWednesday
My son thought it funny to run after me in a French
supermarket crying “voleur” (thief) #WinItWednesday
If you’d like more information on any of the above, please contact the Thomas Cook UK Press Office on:
01733 417272
[email protected]
@TCPressOfficeUK
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A mother at the zoo standing her child in front of the
penguins and saying “smile in front of the ducks”
#WinItWednesday
Christmas Markets
and Winter Breaks
The UK’s leading short break provider Cresta launched its new Christmas Markets and
Winter Breaks brochure in September, offering Yuletide and winter short breaks across
Europe. Cresta are offering customers free nights and free excursions on bookings made up
to 31 October based on arrivals from 1 December 2013 to 31 March 2014.
Bruges Christmas Market: There are few more magical setting at Christmas than medieval
Bruges. What could be better than wandering along the canals and the cobbled streets amongst
the illuminated festive stalls crammed with Christmas goodies?
November 2013 – March 2014
CHRISTMAS
MARKETS
Open from: 23 November 2013 – 1 January 2014
& Winter Breaks
Cresta – 3 nights in Bruges from £155 per person
Christmas Market specialists for over 30 years
** Saving £139 per couple **
Austria
Belgium
Czech Republic
Denmark
Estonia
France
Germany
Hungary
Iceland
Ireland
Italy
Monaco
The Netherlands
Poland
Spain
Sweden
including the
ICEHOTEL
Turkey
Includes Free nights and Free Entrance To Historium With Audio Tour
Staying at the 2 star Ibis Brugge Centrum Hotel in Bruges on bed and breakfast, travelling on the
Eurostar from London St Pancras – 2 December 2013
0844 879 8014 / www.crestaholidays.co.uk
or visit your nearest Thomas Cook or The Co-operative Travel
Prague Christmas Market: Brightly decorated stalls cover the Old Town Square and complete
the magical setting of this winter wonderland. The wooden huts of the Prague Christmas market
hold a variety of traditional Czech products including handicrafts, food and drink and unique
stocking fillers such as Bohemian crystal, wooden toys, scented candles, handmade jewellery
and Christmas tree decorations.
Open from: 30 November 2013 – 12 January 2013
Cresta – 3 nights in Prague from £165 per person
** Saving £185 per person **
Staying at the 3 star Cloister Inn Hotel in Prague on bed and breakfast , flying with Easyjet from Manchester – 17 November 2013 0844 879 8014 / www.crestaholidays.co.uk or visit your nearest Thomas Cook or The Co-operative Travel
New Cruise and Stay Brochure launches
Sample Package
Thomas Cook Cruise & Stay
offering tailor-made experiences across the cruise spectrum
Thomas Cook, the UK’s leading retailer of cruise holidays, has launched a brand new Cruise and
Stay brochure that allows customers to tailor–make cruise itineraries all under one complete
package.
With more than 30 different cruise companies to choose from, Thomas Cook Cruise & Stay
customers can request any cruise and combine it with their personal choice for flights, stop-offs,
hotels and excursions to develop a bespoke package.
Aimed at both experienced and new cruisers, customers will be able to benefit from the
knowledge and expertise of Thomas Cook’s specialist cruise agents, as well as some of the most
competitive rates in the market, with flight prices guaranteed in advance of booking.
Barbados Bliss
15 nights from £ 1,499 per person Carnival Cruises - Carnival Valor
Departing 2 February 2014
7 night stay in Barbados and 7 night full
board cruise including flights
www.thomascook.com, 0800 916 3228 or the nearest Thomas Cook or Co-operative Travel
>> Brochures are also available from www.brochure-store.co.uk/thomas-cook
If you’d like more information on any of the above, please contact the Thomas Cook UK Press Office on:
01733 417272
[email protected]
@TCPressOfficeUK
Get social,
Talk about it on
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