Beleaguered Thomas Cook Considers Above The Line Reassurance Campaign

As part of a strategic review of its UK business covering brand positioning and product mix, travel company Thomas Cook is considering taking a reassurance campaign above the line.

The move is aimed at restoring consumer confidence and avoiding long-term brand damage amidst increasing financial difficulties.

Following its announcement yesterday that they are in talks with banks about further borrowing because of a "deterioration" of trading, the beleaguered company saw its shares drop by 75% in late trading.

Thomas Cook has moved rapidly to reassure its customers however - a social media drive using Facebook and Twitter has told customers that their flights, holidays and hotel bookings are not at risk.

They have blamed economic uncertainty in the UK and major unrest in the key Middle Eastern and North Africa destinations of Egypt, Tunisia and Morocco earlier this year for the fact that their profits are seeing alarming falls.

Launching a wider reassurance push using above the line channels is seen as a potentially strong countermeasure to regain lost ground amongst UK consumers.

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