Thomas Cook India launches 100% Holidays
- A new premium holidays brand
- Catering to international group holidays segment
- The Brand Promise of providing a fully satisfying holiday experience
Mumbai, October 4, 2006: Thomas Cook India Ltd today announced the launch of a premium holidays brand - 100% Holidays. The new brand would offer international group holidays segment as well as for the customized individual holidays products. This is the first time in travel industry that a brand has been launched for a specific category. With 100% Holidays Thomas Cook India will strengthen its position in the outbound leisure travel business. The 100% holidays brand will operate as a product brand under the corporate Thomas Cook India brand
Speaking on the occasion, Mr. Madhavan Menon, MD of Thomas Cook India said, "100% Holidays will bring our holidays products into sharper focus and create a distinct identity for them. We found that as Thomas Cook India expands into newer product lines and geographies the corporate "Thomas Cook" brand is being stretched across many product segments. Hence the need was felt to create a specialized and distinct holidays brand." He further added "Launch of 100% Holidays is the most grand festivity in our 125 year celebrations." Also, on a quarterly basis, revenues and profits before interest and tax grew by 59% and 54% respectively
The international holiday travel market is growing rapidly at over 30% per annum. Thomas Cook has a strong and well-respected franchise in both the group escorted holidays segment as well as the individual customized holidays segment and is one of the largest players in the category. The business contributes approx. 25% of the revenue of Thomas Cook India Ltd.
The brand will be positioned as a premium holidays brand in this segment. Elaborating on the brand identity, Mr. Gautam Sharma, Head - Marketing, Thomas Cook India said, "The Thomas Cook holidays product is known for its quality and the premium holiday experiences it provides. Our research showed that customers felt that Thomas Cook holidays are superior in quality, fully loaded with well designed itineraries and inclusions and clear and transparent on their pricing. This customer feedback is perfectly captured in the brand identity of 100% Holidays"
The name "100% Holidays" captures the consumer expectation of a complete and satisfying holiday experience and is designed to appeal to the discerning premium customer. The brand uses a striking blue and light blue stylized logo with the number 100 interlaced with a % sign and supported by the word holidays. The brand stands for quality, trust and honesty.
The new brand identity has been designed by Dentsu Marcom, Thomas Cook India's advertising agency. The launch of the new brand will be supported with a multimedia national advertising campaign featuring popular holiday destinations and the company's product offerings in the group escorted holidays segment. Interestingly the company has also planned a unique television campaign based on 100% theme.
"Today our retail reach is in excess 50 cities, and to communicate with customers beyond metros a TV campaign seemed just the right thing" said Madhavan Menon.
Another highlight of the marketing campaign will be - "Bid and Win" a unique live on air auction of 100 holiday packages to Hong Kong on television. This is the first time such a promotional concept is being seen in the industry. Viewers can bid for the 100 holiday packages to Hong Kong via SMS from their cell phones. The top 100 winning bids will be updated on the television channel every few minutes. The top 100 bids at the close of the auction will be the winners. The holiday packages are worth Rs. 35,000 each and bidding starts from Rs. 5000 only. The activity is in partnership with CNN IBN and CNBC and the live on air auction will be on 8th October from 10 AM to 10 PM.
About Thomas Cook (India) Limited
Thomas Cook India offers a broad spectrum of leisure travel-related services such as package tours, currency exchange and travel insurance as well as hotel and flight reservations. Thomas Cook operates a total of 68 offices at various locations in the country and is presently celebrating 125 years of presence in India. Moreover, Thomas Cook India has branches in Sri Lanka and Mauritius. The company employs a total of 1,130 staff and is the country's largest integrated travel services provider.
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