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Key Facts
Client: Thomas Cook
Partner: Samsung
Campaign: Try Before You Fly
Deliverables: 5x location shoots, HTLM5 web player, iOS and Android App for Google Cardboard
Location: Global
Project Date: Spring and Autumn 2015

The Challenge
Following a successful initial trial at the Bluewater Concept Store, Thomas Cook, a pioneer in the travel and tourism industry for more than 170 years, commissioned Visualise to produce a range of immersive 360 VR films. Potential holidaymakers visiting flagship stores in the UK, Germany and Belgium are invited to experience a series of virtual holidays on the Samsung Gear VR, a partner on this campaign.

The Solution
After agreeing the creative brief and key locations for the roll out, a small team travelled to Egypt, Cyprus, Greece, New York and Singapore over the course of a few months to capture the required content which included using a custom underwater rig to film the snorkelling excursion in Sharm-el-Sheikh.

“Thanks to working with Visualise Thomas Cook was the first travel company to deliver in-store virtual reality to customers, we’ve been nominated for numerous innovation awards, and we’ve seen a good conversion rate for bookings made after viewing the VR content.” Lynne Slowey, Head of Digital Content, Thomas Cook
The bespoke content features a variety of destinations offered by Thomas Cook, allowing customers to enjoy a range of ‘taster’ experiences, such as a helicopter tour of Manhattan, a trip to the pool at a SENTIDO resort in Rhodes, visiting the Egyptian pyramids, or taking a walk along the OCBC Skyway in Singapore, without leaving the store.

Embodying Thomas Cook’s strategy of offering customers a high tech, high touch experience across all omni-channel touch points, we also created a Thomas Cook Holiday 360 App. This can be downloaded to iOS and Android phones to view the experiences in Google Cardboard headsets outside of the in-store experience.

The Results
Launched in January 2015, the in-store virtual reality experience was well received by the press including Bloomberg, PSFK and Marketing Week. The project generated a positive return of investment within 12 months including a 180% uplift in New York excursions revenue.

AWARDS

2015 Mobile Innovation Awards
2015 Retail Week Customer Experience Awards -Retail Theatre

Annual 2016 ShortlistThomas Cook Try Before You FlyExperiential Project featured: on 27th January 2016 Contributor:

Visualise has been a Contributor since 1st June 2016.

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Thomas Cook Try Before You Fly

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