Thomas Cook Group Plc | Company Profile, Marketing Contacts, Media Spend, Brands
Thomas Cook Group Plc is an international leisure online and offline travel group. The company provides travel agency services to a global network of customers.
|Main Telephone||0207 557 6400|
Thomas Cook Group Plc ContactsContacts (5/16)
|Peter F.||Chief Executive Officer||London|
Sample of Associated Brands
|Gilles D.||Chief Marketing & Digital Officer||London|
|Jamie Q.||Group Marketing Director||London|
|Chris C.||Marketing & eCommerce Director - UK&I||London|
|Richard R.||Senior Manager, International Partnerships - EMEA, APAC & Americas||London|
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Review Imminent: Thomas Cook lifts off, combines digital and marketing divisions
Subject: Travel, TV, Social Media, Outdoor, Experiential, Digital, Mobile, Millennials.
Company: Thomas Cook one of the world's leading leisure travel groups.
Opportunity: After appointing CMO & CDO Gilles Despas this Feb, the travel group has merged its digital and marketing departments to better integrate the two functions. The ultimate goal is to target prospective holiday-makers and boost ROI's with the increased use of social and digital in its campaigns.
Incumbent CMO Remo Masala moved to the newly-created role of group creative director. Along with this change, Mr Jamie Queen recently gained an international remit after he was promoted from UK eCommerce and marketing director to group marketing director. Just this May, DV predicted campaigns as digital increased.
Nearly a third of Thomas Cook's bookings are made online in some locations as consumer habits change. Online/mobile and integrated sellers will fly high if they contact Carat Manchester in time for festive season travel and again in early 2017 when Thomas Cook is planning for summer holidays.
Meanwhile, media and digital agencies should plan for a possible review in the coming months, especially as digital presence has suffered throughout the year. (see below) The company switched from programmatic to a more site-direct strategy this year and lost over 30% of impressions in the process. Outside digital support could be needed to maximise the benefits of their online and social presence. Thomas Cook will hopefully travel to new heights with this integrated strategy, but only time will tell.
Media Spend: In 2015, Thomas Cook spent £19.8m primarily across TV, radio, press and direct mail, will less going towards cinema, outdoor and door drop. Q1 of 2016 saw similar spending, with TV and and radio gaining the majority. Peak spending occurs in Q1 and Q4.
Digital Breakdown: Per Pathmatics, since January Thomas Cook spent over £580k on desktop adverts, generating over 99m impressions from 638 creatives. With 63% placed site-direct, the rest were placed programmatically and of those, DSP grabbed the most shares. The chart to the right further details shares. Top publishing sites include itv.com, liverpoolfc.com, ebay.co.uk and gumtree.com.
During this time, £84.8k was spent on mobile and tablet ads and 32m impressions were gained. Also, the company spent £94.7k on video, knabbing 9.6million impressions.
This is a more direct marketing strategy compared to year-to-date 2015 when £547.5k was spent to generate over 135 million impressions. This is an over 30% impression gain, thanks to a more programmatic plan. Only 42% were placed direct, leaving the majority to be split, with Exchange (25%) and DSP (19%) gaining the most.
Competitors: Cox and Kings
Thomas Cook Group Plc
The Thomas Cook Business Park
17 Coningsby Road
Cambridgeshire, PE3 8SB
T: 01733 417 100
Mr Gilles Despas
CMO & CDO
Mr Jamie Queen
Group Marketing Director
Mr Toby Hopkinson