Thomson is launching a campaign to showcase the special moments it provides for holidaymakers at its resorts, ahead of its planned rebrand to TUI in late 2017. The campaign, created by RKCR/Y&R, comprises of TV, radio, print, digital, VOD, broadcast idents, social and in-store. Entitled “Moments,” it represents a shift from Thomson’s previous positioning based around the power of transformations a holiday can bring. Instead the new campaign focuses on those holiday moments that truly matter and stay in the memory forever, brought to you by Thomson. The TV spot (below) shows a little girl’s journey from beach to pool, as she encounters mini holiday ‘moments’ on the way frozen in time around her, before jumping into her father’s arms in a climactic end sequence. Throughout we see familiar holiday scenes such a game of bat and ball on the beach, a little girl playfully pouring water over her sunbathing father and a couple sharing wine over lunch. The ad was created by Nicola Wood and Andy Forrest, and directed by Scott Lyon through Outsider. Native Music Supervision looked after music composition and supervision for this project.
Shot at the Thomson Platinum resort Aquila Rithymna Beach in Crete, the work is set to an original music composition created especially for the campaign by Icelandic artist Biggi Hilmars. The 60-second film launched on Friday December 16th, with 30-second versions set to tun throughout December and early next year. Different holiday ‘moments’ feature throughout the integrated campaign. Work includes various 15”, 10” and 5” broadcast idents for Thomson’s regional weather sponsorships, 30” radio spots and national press. The sponsorship idents were produced by Brace, the print was shot by George Logan. The ‘moments’ theme continues to promote the famous TUI smile logo, which will soon become the masterbrand replacing Thomson.
Jeremy Ellis, Marketing & Customer Experience Director at Thomson, said: “Over the years Thomson has aimed to produce memorable campaigns. We’ve positioned emotive led creative from ‘selling’, to being driven from a human need to show the importance of product and services. The new film continues this theme, narrating a story around the importance of creating memorable holiday ‘moments’, bringing new life to our customer promise, Discover Your Smile.” The campaign forms part of an important brand migration programme as Thomson establishes itself as a global travel leader in the UK before transitioning to TUI later next year. While the 2016 film may be the final Thomson sign off, we remain committed to bringing our customers with us on this journey while we continue to offer quality, modern and more personalised getaways you’d expect from a holiday company with over 60 years of heritage in the industry.”
Mark Roalfe, Chairman at RKCR/Y&R, added: “The 'Moments' campaign brings to life and looks under the microscope of all of those wonderful moments that a Thomson holiday can bring. The TV film is a heartfelt journey of a little girl making her way through one moment frozen in time back to her daddy's arms. A moment that makes her smile and will stay with her forever. The whole campaign amplifies all the moments that make you smile.”