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Catch put some Cats on a Plane for Thomas Cook

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Everyone knows that cats are essentially the gatekeepers of the internet, and as long as they continue to be cute, cuddly and prone to fits of random insanity, agencies and brands alike will continue to utilise their charms in all manner of inventive and not-so inventive campaigns. Falling very much into the former category is this latest digital campaign from Catch for Thomas Cook, which launched this week as part of the wider “Deserve Better” advertising initiative for the airline in both the UK and Germany. #CatsOnAPlane sees a team of furry felines trying out Thomas Cook Airline’s newly refurbished fleet in a bid to highlight the quality of the airline’s newly refurbished fleet. The animals were used to test the interiors of both Thomas Cook Airlines’ planes and those from sister airline, Condor, playing on the perception of them being creatures of comfort.

No-one can assess comfort like a cat. They’re the hardest customers to please, which is why we wanted to test our new interiors with the best”

The campaign will see activation across Twitter, Facebook and Instagram and involve a series of short videos. These will show the feline characters challenging the brand’s standards including examining everything from the carrier’s award-winning service to comfort levels and seat quality. The filming involved a 24-hour shoot with 10 cats (each with their own distinct personality of course) on an Airbus A330 and Boeing 767 at Manchester airport. Each short video features the cats exploring different areas of the planes, including Premium Economy for Thomas Cook Airlines UK and Business Class for Condor. To ensure no cats came to harm on the shoot, qualified vet Aniket Sardana was onsite for the full duration of filming.

Non-Stop Flights

Tom Morey, Senior Group Marketing Manager at Thomas Cook Airlines, said of the campaign: “No-one can assess comfort like a cat. They’re the hardest customers to please, which is why we wanted to test our new interiors with the best. And the results left the cautious kitties feline great.” Catch’s Creative Director, Sam Chatwin, added: “Cats are the undisputed champions of the internet. They’re fussy, demanding and know exactly what they want. What better way to put the airline’s service to the test? We love working with the team at Thomas Cook Airlines, they're fearless and you can't ask for more than that in a client.”

Cats are fussy, demanding and know exactly what they want. So what better way to put the airline’s service to the test?”

The cats in the film are genuinely full of character, with each cuddly critter even earning its own bio. “Quality Ken” from Bristol, for example, enjoys lounging in the sun and looking grumpy, and is a total cynic who keeps his cards close to his chest. “Princess Pamper” from Manchester, meanwhile, prefers pool side grooming, and is a lover of the finer things in life, who was chosen for the campaign because she’s renowned for her demanding demeanour. It's all a lot of guff, of course, but it's entertaining and charming guff, and Catch have done a great job of bringing the campaign to life through multiple channels and with some real personality, which can often be difficult with digital campaigns. To view the campaign for yourself, visit the Thomas Cook Airlines YouTube channel or Facebook page. You can also catch the first two videos right here (see above and below).

Friendly Service

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