Celebrity ad boosts travel bookings across the sector
Tuesday, November 8, 2011
A recent Thomas Cook advert featuring celebrity couple Jamie and Louise Redknapp is said to have boosted holiday bookings for a range of holiday brands along with Thomas Cook itself.
The advert, which featuring former footballer Jamie Redknapp and his ex-popstar wife Louise frolicking in the sunshine, is said to have had a halo effect on the rest of the industry. As well as boosting sun holiday bookings with Thomas Cook itself, rivals Tui and Lastminute.com have also reported a surge in sales as a result of the campaign.
Representatives of a variety of travel brands spoke about the ad’s effect at a Cimtig marketing group's Question Time in London last night, confirming that the turn of year campaign featuring the celebrity couple had given a boost to the sector in general.
Tui UK Communications Director Christian Cull admitted that Tui has seen a surge in bookings thanks to its rival's ad. He said: “Cook gets the Redknapps and we see a surge.”
He went on to add: “I am pleased we have been able to maintain our brand marketing rather than deal advertising. We need to build brand differentiation and you can't do that without brand marketing.”
Mark Maddock, Lastminute.com’s Managing Director for the UK and Ireland, said the firm was considering an advertising campaign for later in the year, but in the meantime had also enjoyed the halo effect of other travel firms’ advertising.
Advantage’s Leisure Director Julia Lo Bue also confirmed that independent operators had benefitted from the Redknapp campaign.
“We have increased our sales of the big two's product. When there is a high profile ad campaign it helps independents too, so I see it as good for the whole industry,” she said.
Cook's Rednapp ad was also voted the most successful of 2010 in a poll run by Cimtig.
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