Travel & Tourism / Thomas Cook Group
Holiday is where the heart is
An oversized and fragmented portfolio exposed holidaymakers to many different brands on the same trip. The result was confusion and waning customer loyalty. And for Thomas Cook, it was both costly and complicated to operate multiple brands.
By consolidating its brands, the group reinforced its identity as a holiday pioneer.
We created a fresh brand structure and visual identity for the group. A new symbol, “The Sunny Heart,” greets you at every conceivable touchpoint – when you book online, fly with the airline, meet staff at holiday destinations and during your stay. In addition to the symbol, the visual identity encompasses everything from newly drawn typefaces to an array of communication tools.
The strategy and visual identity were unveiled in the Nordic countries in 2012. December that same year saw more online traffic and ticket sales than ever before. And this in turn engendered a greater sense of pride in the company. It wasn’t long before group management gave the go-ahead for global rebranding. Today, the visual identity unites all the companies in Thomas Cook Group – in over 60 countries. And the number of brands has been cut from 85 to 30.