Thomas Cook App Launch - Content Curation & Creation

Thomas Cook invented the modern tourism industry when he launched a ‘Grand Tour’ of Europe in the 1850s. With so much history behind the brand, many people were saddened it collapsed in 2019. In 2020, the company relaunched as an Online Travel Agent (OTA) with an innovative new app that immersed customers in inspirational travel content that is bookable in a single click, with live chat support for customers needing help with decision-making. The app was a true first for the category and placed a new platform at the heart of Thomas Cook’s re-launch. The company asked us to create and curate content for the app and manage a substantial influencer programme to support the launch and increase awareness, promote downloads and generate excitement around the new product. The team worked with tourist boards and hotels to source hundreds of hours of raw footage before editing into punchy clips to catch people’s attention. Alongside this, a series of high-profile influencers were tasked with filming unique content in different destinations worldwide that was hosted inside the app itself. The influencers then teased this content on their social channels to encourage their followers to download the Thomas Cook app and access the content. We also created an emotive brand ad campaign across video on demand channels, promoting the Thomas Cook app as the enabler to a host of amazing travel experiences, tapping into the insight that consumers had forgotten the joy of travel during the pandemic and showing what it meant to be on the road again. In less than two months, the app was filled with over 1,000 engaging video clips, each of which linked directly to a booking page. After three months? App downloads had topped 20,000, an excellent result for the relaunch of the Thomas Cook brand.