Thomas Cook India's new campaign to address the pain points of travellers

Thomas Cook (India) Ltd, India's largest integrated travel and travel related financial services company, is all set to unveil its new and radical marketing campaign ' "Travel Smooth'. This marketing campaign has been designed to alleviate pain points encountered by travelers- pre, during and post trip. The communication serves to reinforce the message of the ease of travelling with Thomas Cook.

Be it for business or pleasure, the impressive umbrella of travel related services of Thomas Cook (India) Ltd, including tickets, visas, hotel bookings, foreign exchange and insurance, makes the entire experience of travel, simple, secure, effortless and hence smooth!

The Travel Smooth campaign is designed to serve as the platform for all integrated marketing initiatives spanning the diversity of the product- service portfolio of Thomas Cook (India) Ltd.

Talking about the campaign, Rakshit Desai, Executive Director, Thomas Cook (India) Ltd said, "Today, the whole travel process is perceived as rather cumbersome, and often fraught with anxiety. With so many pieces that need to seamlessly come together, it takes a great amount of experience and expertise to make the trip a reality. Thomas Cook as the travel pioneer, with a heritage of over 170 years of service excellence and the inventor of several unique travel and marketing initiatives, has much to offer the traveler of today. Thomas Cook (India) Ltd is uniquely positioned in its ability to offer all travel related services under one roof. Introducing Travel Smooth reiterates our commitment in bringing back the joy of travel to our Indian customers."

The campaign for "Travel Smooth' has been conceptualized by the creative team of JWT.

Commenting on the TVCs, Tista Sen, Creative Director, JWT said, "The vagaries of travel is what usually goes wrong. Inspite of perfect planning, endless online checks and many calculationsthe Indian traveler usually gets it wrong. "Travel Smooth' from Thomas Cook promises a trip wherein one does not need to deal with the anguish of planning. Rather than relying on the positives, we at JWT decided to highlight the woes associated with travelling. We have kept the TVCs very simple, real and utterly believable, showcasing the dual distress of traveling overseas. One can book through Thomas Cook and enjoy their holidays even before they start! It's a simple promise that everyone can identify with."

In addition to leveraging mass media advertising of print, TV, radio, outdoor hoardings, the integrated communication plan includes roll out of a range of initiatives including social media, cinema advertising, out-of-home (OOH) media, point of sale merchandise and on-the-ground initiatives across key markets.