Thomas Cook opt for long-term marketing approach

Thomas Cook is taking a long-term approach to the email marketing of its Direct Holidays brand, it has been revealed.

Where the company had previously agreed marketing deals on a project-by-project basis, the tour operator has now consolidated its direct marketing into one company, Outside the Box, reports Precision Marketing.

The decision follows reports in Marketing Week that Thomas Cook was reviewing its £9 million agencies by pitching to agencies about a larger account.

Direct Holidays’ new campaign will be among the first of the tour operators new marketing drive focused on developing its customer relationship.

The deal was the result of a four-way pitch, led by Thomas Cook’s Angus Porter.

Although only dealing with Direct Holidays’ marketing in the first stage, Outside the Box will be responsible for more in the future, including Cresta Holidays.

Thomas Cook is Europe’s second largest travel group and recently completed a merger with MyTravel.

However, it recently reported losses of £191.3 million during the first half of 2008 following the merger.