2012 Results

CAT 22 - Business to Business Direct (DM)

BRONZE

Serviceplan Gruppe (GERMANY)

Thomas Cook Travel, "Temperatures Calendar"22-02949-DM
 

Agency (city): serviceplan, munich

Creative Director(s): Oliver Palmer

Copywriter(s): Sebastian Wolf

Art Director(s): Michel Maurice Lueck, Sebastian Struppler

Production Company (& City): Demo Designmodellbau, Munich

Chief Creative Officer: Alexander Schill

Executive Creative Director: Matthias Harbeck

Account Supervisor(s): Anna Arnert, Friederike Barf

Screendesign/Programmer: .NFQ/Netzfrequenz

Camera: Stephon Karolus

Online: Ret Lauterbach (plan.net solutions)

Sound Studio: Neue Westpark Studios, Munich

Short explanation

Brief:
To position Thomas Cook as a modern travel agent. And efficiently sell current travel offers.

Solution:
The first calendar displaying the date in form of temperatures. Temperatures of holiday destinations, to be precise. For every one of these holiday destinations the calendar suggests up-to-date Thomas Cook travel offers for immediate booking.

Results:
The calendar became the most effective Thomas Cook sales agent. Since the beginning of the promotion the mobile booking traffic at calendar locations increased by up to 13 %. The conversion rate from enquiry to booking increased by up to 32 % on annual average.

Description

Thomas Cook offers holiday trips which are characterized by individuality, security and the highest quality standards. To live up to this promise we developed a totally new form of customer interaction.