New direction for Thomas Cook

BDG McColl has been retained by Thomas Cook Retail on a two-year contract worth £116 000 a year to work on the strategic direction and design of its key seasonal promotional campaigns.

The consultancy will not work directly with Thomas Cook’s in-house design team, which will launch as a standalone consultancy in the next two months (DW 9 February).

The team, provisionally named Redbrick, will have some input into the project including working on region-specific store design.

BDG McColl’s retail and leisure division, which has worked with Thomas Cook for several years, will continue to implement its customer communication both in window displays and in-store at peak holiday times.

BDG McColl will “liaise” with Thomas Cook advertising agency TBWA London to “ensure consistency and synergy with the seasonal campaigns through the line, in order to deliver a tone of voice”, says BDG McColl retail and leisure director Peter Waring.

Waring says the consultancy did not compete against Redbrick for the work and was appointed on the basis of its past relationship with Thomas Cook.

“Our role is strategic which is why we have been appointed instead of its in-house team. We will do the core messaging for Thomas Cook customers and [Redbrick] will work at the tail-end of what we produce,” he says.

Previous BDG McColl work for Thomas Cook included the brand creation and environmental concept for travel superstore Thomas Cook Plus.

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