Client:
Thomas Cook

Campaign:
Transforming Thomas Cook into a leading media business
case study

Transforming Thomas Cook into a leading media owner

Challenge
  • Transform this major travel retailer’s partnership marketing.
  • De–couple revenues from print brochures.
  • Grow declining revenues and profits.
  • Deliver revenue insight and intelligence.
  • Ease delivery, reporting challenges and efficiencies.
  • Overhaul supplier marketing campaigns to become innovative, measurable and effective.
Solution
  • Created the Thomas Cook Media & Partnerships Group and brands, housing Thomas Cook Research & Insight, creative agency 1841 and Thomas Cook Media & Partnerships.
  • Aligned and recruited teams across 16 markets in sales and support.
  • Integrated a suite of cutting–edge, data–fuelled media solutions, across online, programmatic, social and in–store channels.
  • Trained teams, developed systems and processes for delivery.
  • Built bespoke supplier portal and integrated revenue and CRM platform to power their business.
Results
  • Transformed Thomas Cook M&P to best–in–industry travel marketing services business.
  • Rapid multi–million pound revenue growth, with an EBIT CAGR of 17% and delivering 30% of group profits.
  • Transformed delivery and reporting, with TCM&P delivering over 5,000 data–driven campaigns a year for 2,000 suppliers.
  • Transformed brochure model/revenues into omni–channel Hotel Everywhere product, winning the Best Use of Data at the Performance Marketing Awards.
  • Dramatically increased deal sizes from 5 figures to 7 figures.
  • Won Best Marketing at E–commerce awards for Brand USA’s United Stories of America full–funnel campaign.