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THOMSON LAUNCHES NEW MARKETING CAMPAIGN - 'DISCOVER YOUR SMILE'
[September 17, 2014]

THOMSON LAUNCHES NEW MARKETING CAMPAIGN - 'DISCOVER YOUR SMILE'


(ENP Newswire Via Acquire Media NewsEdge) ENP Newswire - 17 September 2014 Release date- 16092014 - Thomson has today unveiled a multi-million pound integrated marketing campaign which brings to life its new customer promise, Discover Your Smile. For the first time, it puts an emotive brand story behind the TUI smile logo with the aim of making it more famous and ensuring Thomson stands further apart from competitors.



The new campaign builds on the success of the award winning 'Simon the Ogre', which introduced the premise that a unique Thomson holiday has the power to transform you back to the best version of yourself.

This year, the TV advert tells the story of a well-loved bear called Miles who has been ground down by everyday life and is stuck in a routine. Miles is noticeably missing his smile before he's whisked off on a Thomson 787 Dreamliner to the Sensatori Resort, Jamaica where gradually his smile is restored by the luxurious surroundings, fine dining and indulgence of a swim up room.


Created by BMB and set to William Shatner's version of the iconic Bohemian Rhapsody, the sixty second film will debut during ITV's X Factor on Saturday 20 September, as well as in cinemas across the country from 19 September. A 30 second version will be broadcast throughout September and October before returning to screens at Christmas. Further iterations of the story are due to follow in the New Year.

The film forms part of a major branding building campaign for Thomson to launch 'Discover Your Smile' and raise the profile of the TUI smile. It also features outdoor, print, online advertising, video on demand, email marketing, social media and PR. A brand new, fully interactive experience zone has been created to bring to life the campaign online at discoveryoursmile.co.uk and will feature the new ads, 90 second Director's cut and 'behind the scenes' films as well as bespoke smile and destination content and content generated through the campaign hashtag #mademesmile.

Jeremy Ellis, Marketing & Digital Director at Thomson, said: 'Our new customer promise 'Discover Your Smile' emotively sums up what the Thomson brand stands for across everything we do, and is perfectly reflected in our iconic smile logo. We believe that a great experience can bring back the very best version of you, which is ultimately what people want from a holiday.

'The story of Miles the Bear really brings that sentiment to life, powerfully introducing Discover Your Smile and raising the profile of our very own smile. Our exclusive concept hotels like Sensatori, Couples and Family Resorts, state-of-the-art 787 Dreamliners and years of expertise and friendly service provide genuine reasons to believe and demonstrate that Thomson really is the brand to help customers discover their smiles.' Trevor Beattie, founding partner of BMB said: 'We think Miles the Bear is going to be a star. One-eyed and raggedy he maybe, but he's out to steal your heart. We'd all like to be the best version of ourselves, and Miles & Thomson show how easily it can be done. Miles won't be the only one to discover his smile. And if William Shatner's version of Bohemian Rhapsody doesn't put a smile on your face, nothing will. Follow the bear, book the holiday!' Miles the Bear will be available to purchase across Thomson retail shops from November, with a percentage of proceeds going to the Family Holiday Association.

Ends- Notes to Editors For further press information or images please contact [email protected], tweet @TUINewsroom or call 01582 644 626.

THOMSON Thomson, part of TUI UK & Ireland, is one of the UK's most well-known holiday brands, delivering unique and modern holiday experiences for its customers every year.

For 2014, 91% of hotels in the Thomson brochure were exclusive to Thomson and these properties continue to be popular among our customers.

Flagship properties include; six Sensatori hotels in Jamaica, Crete, Tenerife, Mexico, Turkey and Egypt - these hotels give customers a luxury holiday experience, featuring world class spas and gourmet dining; Thomson Couples Resorts offering stylish hotels in beach front locations exclusively for adults with a real contemporary feel and Thomson Family Resorts, which have been designed for families with younger children, featuring excellent kids clubs giving parents a care-free, relaxing holiday.

Thomson is the sister company of First Choice and uses Thomson Airways as its carrier to take over 5.2million people on holiday each year.

TUI UK & Ireland is part of the TUI Travel PLC Group.

Contact Thomson Press Office e: [email protected] (c) 2014 Electronic News Publishing -

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