2012 Results

CAT 22 - Business to Business Direct (DM)


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

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

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.

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.


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.