Thomas Cook India launches "100% Holidays"

Thomas Cook India Ltd on October 04, 2006 has announced the launch of a premium holidays brand - 100% Holidays. The new brand would offer international group holidays segment as well as for the customized individual holidays products. This is the first time in travel industry that a brand has been launched for a specific category. With 100% Holidays the Company will strengthen its position in the outbound leisure travel business. The 100% holidays brand will operate as a product brand under the corporate the Company brand.

Speaking on the occasion, Mr. Madhavan Menon, MD of the Company said, "100% Holidays will bring our holidays products into sharper focus and create a distinct identity for them. We found that as Thomas Cook India expands into newer product lines and geographies the corporate "Thomas Cook" brand is being stretched across many product segments. Hence the need was felt to create a specialized and distinct holidays brand." He further added "Launch of 100% Holidays is the most grand festivity in our 125 year celebrations."

The international holiday travel market is growing rapidly at over 30% per annum. The Company has a strong and well-respected franchise in both the group escorted holidays segment as well as the individual customized holidays segment and is one of the largest players in the category. The business contributes approx. 25% of the revenue of the Company.

The brand will be positioned as a premium holidays brand in this segment. Elaborating on the brand identity, Mr. Gautam Sharma, Head - Marketing, of the Company said, "The Thomas Cook holidays product is known for its quality and the premium holiday experiences it provides. Our research showed that customers felt that Thomas Cook holidays are superior in quality, fully loaded with well designed itineraries and inclusions and clear and transparent on their pricing. This customer feedback is perfectly captured in the brand identity of 100% Holidays"

The name "100% Holidays" captures the consumer expectation of a complete and satisfying holiday experience and is designed to appeal to the discerning premium customer. The brand uses a striking blue and light blue stylized logo with the number 100 interlaced with a % sign and supported by the word holidays. The brand stands for quality, trust and honesty.

The new brand identity has been designed by Dentsu Marcom, the Company's advertising agency. The launch of the new brand will be supported with a multimedia national advertising campaign featuring popular holiday destinations and the company's product offerings in the group escorted holidays segment. Interestingly the company has also planned a unique television campaign based on 100% theme.

"Today our retail reach is in excess 50 cities, and to communicate with customers beyond metros a TV campaign seemed just the right thing" said Madhavan Menon.

Source : Equity Bulls

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