Brand overhaul marks latest phase of Thomas Cook transformation

Brand overhaul marks latest phase of Thomas Cook transformation
By admin


UK-based giant Thomas Cook has united all of its brands in all markets for the first time under a new “Sunny Heart” symbol, the latest phase in its “high tech, high touch” transformation.

The symbol, which sees its trademark globe ditched after more than 130 years, is accompanied by a new Let’s Go tagline and will appear across its brochures, aircraft, hotels and stores.

The change comes as the company works to adapt to the changing needs of its customers as it struggles to survive. In March, it axed 2,500 staff members and shut 195 stores, then announced a “profitable growth” strategy devised to turn things around.

This new measure marks the latest phase of that approach, following the introduction of new concept stores and a ramping up of technological offerings such as new web functionality and apps for smart devices.

In addition to maximising brand presence, the new unified brand identity underlines the breadth and end-to-end nature of its product offering, according to group chief executive Harriet Green.

“It’s a major milestone in our high tech, high touch transformation,” she said.

“This isn’t just the rollout of a new logo, it’s about a promise. A promise that we’re putting them at the heart of our transformation – it’s the essence of who we are.”

Meanwhile, chief financial officer Michael Healy revealed that the new brand had been piloted in Thomas Cook’s North European businesses and had delivered early bookings, online bookings and greater brand awareness.

“The brand unification has been developed internally, and we are rolling it out appropriately for this stage of our transformation in a way that complements the normal, planned refresh of materials including our planned brochure runs, maintenance and store refreshes,” he said.

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