Thomas Cook: Integrated Promotional Campaign for 2017 Holidays Report

This report analyzes Thomas Cook's marketing campaign for its 2017 summer holidays to Egypt and Morocco. It details the use of digital and traditional marketing channels, including social media, email, and in-store promotions, to reach a wide audience. The report emphasizes the integrated approach, combining online and offline strategies such as advertising, public relations, sales promotions (including discounts), and personal selling. The report also highlights the importance of utilizing various promotional tools to achieve great results in marketing. The report covers the various marketing strategies that Thomas Cook used to promote the 2017 summer holiday packages. The report explores the benefits of integrated campaigns and the specific channels used, providing insights into how Thomas Cook aimed to create awareness and drive bookings. The report also provides a conclusion with some general statements.

Conclusion
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Marketing in travel and tourism:
Thomas Cook 2017 holidays promotional campaign to Egypt and Morocco
References:
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of
marketing. Pearson Australia.
Minazzi, R. (2014). Social media marketing in tourism and hospitality.
Integrated nature and the role of the promotional mix
To achieve great results in marketing Thomas Cook should integrating various promotion
tool like advertisement, personal selling, sales promotion, public relation and digital
marketing among others in campaigning the 2017 summer holiday to Egypt and Morocco.
Advertising
This method creates awareness to many customers around the world. It also persuades
customers to consume the product and remind them that the product still exists. Some
advertisement channels that can be used by this organization includes radios, televisions,
newspapers, and magazine. Additionally, the company should continue to utilize internets
Ads.
Public relation
Thomas Cooks should also consider utilizing unpaid advertisement means like public
relation. In this kind of promotion, an organization can sell itself by supporting sports
activities or other activities that promote their corporates social responsibilities.
Sales promotion
It is one of the oldest and effective ways of promoting products. Thomas Cook has used this
method in the past. They can decide to give 20% discount for their first 20 clients to buy the
2017 summer holiday package. Furthermore, other promotion tools like premiums and
contest can be used to boost sales.
Personal selling
This strategy used people who have knowledge about the product to convince potential
clients in a one on one encounter either through phone calls or face to face. Personal selling
can also involve the use of one person to convince a group of people who are gathered
together. This method is good as it offers immediate feedback in case clients have questions
regarding the services (Armstrong, Adam, Denize, & Kotler, 2014)..
Digital or interactive marketing
Due to the advancement of technology organization can reach a wide range of clients
anywhere in the world through marketing approaches such as the use of emails,
mobile phone calls and marketing in social media platforms. These platforms include
Facebook, Twitter, and Instagram among others. Social media marketing has been
one of the current trends in the business world. Thomas Cook utilize this marketing
because it is free and it can help the organization reach a wide range of its clients as
well as potential clients.
Planed and justified integrated promotional
campaign for Thomas Cook summer 2017 holidays
An integrated campaign utilizes traditional and digital medium such as emails, direct
marketing, and in-store promotions to pass the message to as many people as possible
(Minazzi, 2014)). In a plan to create awareness of the 2017 holiday package to Egypt
and Morocco, Thomas Cook is launching a promotional campaign on the same. This
campaign reaps the benefits of using offline and online channels of communication.
The digital media uses Internet platform such us Twitter, Facebook, Instagram,
Internet ads and blogs to campaign the tour. Televisions, radios magazines,
newspapers, and billboards will also be used in marketing to reach the wide range of
people who may not get the information online. Other promotion methods like
personal selling, public relation, and sales promotion methods will be applied. In sales
promotion, 25% discount will be given out to the 25 groups to book the 2017 holiday
package.