Branding pitch at Thomas Cook

Coley porter bell appears to be re-entering the identity arena, as one of a three-strong shortlist for travel and financial services giant Thomas Cook’s rebranding.

The company has also shortlisted Interbrand Newell and Sorrell, and CPB’s WPP stablemate Enterprise IG , after an initial five-strong line-up with Lloyd Northover Citigate and North. CPB’s most recent major identity job was for British Gas (DW 7 January 1994).

Thomas Cook reviewed its business strategy three years ago in light of the impact the euro will have on its European foreign exchange sales. The aim is “to beef up our revenue streams in other areas”, according to a Thomas Cook spokeswoman.

Thomas Cook has made a number of recent acquisitions – it took over Sunworld earlier this year. It is now extending its brand into related ventures such as a mail-order catalogue business, an emergency rescue service, and a timeshare property agency.

There are currently nine brands across the group and a number of sub-brands which exist under the Thomas Cook name.

“We want an agency to help us to review the branding structure at the tour-operating and retail end,” says the Thomas Cook spokeswoman.

“Out of the branding review we are looking to establish some very strong consumer brands,” the spokeswoman adds.

Meanwhile, Fitch is working with Thomas Cook’s interactive team on a transactions project, and Nucleus is believed to be developing brand identity guidelines for online media.

Nucleus managing director Peter Matthews declines to comment on the job.

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