Taking Off With Thomas Cook

  • PR

Campaign snapshot

Following a competitive pitch, Umpf was appointed by Fosun International to relaunch the Thomas Cook brand as an online-only business.

We achieved over 2,000 pieces of coverage worldwide, with every UK national newspaper covering the story, as well as all the key trade media and hundreds of regional titles.

How we did it

Planning for the Press Office activity started two months before the launch, with careful media planning, media list scoping, key message planning and News Plan development.

To keep the momentum and ensure a constant drip-feed of coverage post-launch, we liaised with national travel media to share weekly late deals and proactive reactionary comments around weekly travel corridor announcements, as well as generating ad hoc PR stories. Umpf also managed the Thomas Cook press office for inbound journalist calls and emails.

The results

For the launch we achieved more than 2,000 pieces of coverage worldwide – it was covered by every UK national newspaper, all the key trade media and hundreds of regional titles.

Broadcast coverage included ITV News at Ten (which aired an interview with the CEO, plus a 10-second brand ad), BBC Radio 5, BBC Radio 2, Virgin Radio as well as a syndicated hourly news piece on UK commercial radio stations.

Post-launch, coverage averaged around 50 pieces a week.

Campaign highlights


pieces of coverage worldwide


UK national newspapers covered launch


pieces of average weekly coverage post-launch