Travel and Tourism: Thomas Cook's Promotional Campaign Report

This report provides an analysis of Thomas Cook's integrated promotional campaign, specifically focusing on its marketing strategies for promoting travel packages to Morocco and Egypt. It examines the use of various marketing tools, including personal selling, advertising, online promotion, and direct marketing, to attract customers. The report also highlights the historical context of tourism, the evolution of promotional techniques, and the importance of integrated marketing communications. Furthermore, it discusses the significance of monitoring and controlling promotional strategies to achieve desired results. The analysis covers the evolution of travel and tourism from early travel patterns to modern marketing techniques.

In the early age, cultural aspects, learning languages and travelling challenges restricted (Capacci, Scorcu and Vici, 2015). In 14 century
Christopher Columbus sailed westward and vasco da gama cruised to country for earn money then business travel has been integral part of
tourism industry(Cave and Brown 2012).
Early tourism started with Nomads who travelled around the world in search of
food and shelter. Main intension of this traveller is to gathered food and traded around the world and gave rise to the barter system (Capacci,
Scorcu and Vici, 2015). 1500 BC is marked as the era when the Europeans visited pyramids and thus developed the tourism for pilgrimage. Early
tourism started with Nomads who travelled around the world in search of food and shelter. Main intension of this traveller is to gathered food
and traded around the world and gave rise to the barter system (Capacci, Scorcu and Vici, 2015). 1500 BC is marked as the era when the
Europeans visited pyramids and thus developed the tourism for pilgrimage.
4.2: The integrated promotional campaign of Thomas cook for the Morocco and Egypt
Promotional campaign is considered as a wide series or range of advertising with the use of various marketing tools and
techniques which consist with relevant or similar thought and message for promoting the service.
Personal selling
Thomas cook use the personal selling concept to
establish an effective communication with their
customers as it is important to influence the customer.
Online promotion
These is also on of the most cost effective way of promoting the product and the service. Internet feasibility is very high among the people and they
spend most of their time on the social media so here it is the opportunity for the Thomas cook to promoting their holiday packages on the internet
where they can get attention from the large amount of customer and improve their advertising.(Han and Hyun, 2015) service (Croy, 2011).
Direct marketing- Direct marketing promotion technique can be helpful for Thomas
cook as they can directly communicate with their target market and target customer in
order to generate more response from the customer side.
Integrated communication- The integrated marketing communications solutions prove
to be very beneficial for Thomas cook. With the use of integrated marketing
communication Thomas cook can easily expand their present marketing strategies by the
optimizing the communication of a consistent message of their agency to the customers.
Monitor and Control- Only prepare a prudent promotional strategy will not provide
desirable result to Thomas cook agency. After the implementation of the promotional
strategy it is require to effectively monitor and control it.(Eid and El-Gohary, 2015)
Advertising
Advertising is considered as most effective for
promoting any product and service. With the help
of the advertising Thomas cook can attract the
customers and also aware them about the facilities
of the tour package which they are offering.