Fly Thomas Cook

With brands like EasyJet, Ryan Air and BMI Baby revolutionising the travel market, high street holiday maker Thomas Cook needed to quickly enter the low-cost budget airline sector to bolster sales and grow the brand online.

The brief

Our solution

Together with global management consulting firm Accenture and Thomas Cook's advertising agency Home, Digital Therapy created the online brand FlyThomasCook.com. We created a brand identity that works seamlessly online and offline, that projects its core value proposition and has very high visual stand-out.

There were a number of challenges when it came to building the website and creating the online marketing activity. Firstly the brand identity and communications platform were graphically led and yet we needed the site to perform well in search marketing. We achieved this by integrating search requirements into the design and build process.

The second challenge was that the site needed to integrate with Thomas Cook's booking engine but we only had eight weeks before going live. We designed and created the website user interface and Flash animation components before integrating the Skylights booking system from Navitaire with Accenture with time to spare.

Complimenting the launch of the new brand and website we created a series of banner ad campaigns over a 12 month period to promote new routes and of course, low priced fares! The challenge here was that prices and destinations would change on a daily basis. Our solution was to make the banners content managed. This meant that Thomas Cook would be able to change key information on the banners in real time. This not only saved money and effort but more importantly meant that customers had instant access to the best deals.

The results

High profile website launched nationally
120% increase in projected sales in first quarter
Cost per customer acquisition online reduced by 44%, compared to high street