1 Oct 2013 07:00
RNS 1st October 2013
THE THOMAS COOK GROUP ANNOUNCES ITS BRAND UNIFICATION
For the first time in its 172 year history the Thomas Cook Group today announces the unification of its brands and market activity under one common symbol, the "Sunny Heart". Simplifying the brand proposition is a key element in the group's profitable growth strategy, building on Thomas Cook's already strong brand heritage and projecting its transformation into a single united business.
Harriet Green, Group Chief Executive of Thomas Cook, said: "At our Capital Markets presentation in March we committed to reduce our multiple UK brands from 30, to less than 10 consumer facing and B2B brands, eliminating confusion and making it easier for customers to interact with us. This major milestone in the transformation of our company, as we continue to develop our product offering and focus on our omni-channel approach, is much more than the rollout of a new logo. It symbolises how we are leveraging the combined power of the group to maximise our presence in the mind of customers, whilst helping to reduce cost."
The "Sunny Heart" will replace the current "Globe" symbol on Thomas Cook's websites, and in its international stores, airline fleet and throughout its UK headquarters and overseas offices. The group's many leading brands, such as Neckermann in Europe, Ving in Sweden, Condor in Germany and Elegant Resorts in the UK, will all connect with the "Sunny Heart" in different ways. For more information on the new brand approach visit: www.thomascookgroup.com/strategy
Michael Healy, Group Chief Financial Officer, said: "Having already piloted this approach in our North European businesses since November 2012, we have proven that it has heightened brand awareness, driven more website traffic, increased early and repeat bookings and improved conversion rates. This unification has been developed internally and we are rolling it out appropriately for this stage in our transformation journey."
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About Thomas Cook Group plc.
Thomas Cook Group plc is one of the world's leading leisure travel groups with sales of £9.5 billion and 23 million customers in the year ended 30 September 2012. Thomas Cook is supported by c. 27,000 employees and operates from 19 countries; it is number one or two in all its core markets. Thomas Cook Group plc's shares are listed on the London Stock Exchange (TCG).
For more information visit the website at http://www.thomascookgroup.com.
Contact Details:
Jenny Peters Group Head of Communications Thomas Cook Group plc Phone: +44 207 557 6431 E-mail: Jenny.Peters@thomascook.com
| Andrew Lorenz Senior Managing Director FTI Consulting Phone: +44 7775 641807 E-mail: Andrew.Lorenz@FTIConsulting.com
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