Thomson is one of the UK’s most trusted Holiday brands, flying to over 100 destinations from 24 UK airports. A market leader since 1974, Thomson accounts for 33% of the UK market share.
Thomson asked Hotcow to develop a campaign that demonstrated to UK travellers that their competitors, particularly Thomas Cook, charged too much for baggage allowance on flights, as part of Thomson’s campaign against it.
The issue of unfair baggage charges has been in and out of the media for several years. We needed to create an ‘in your face’ experience that would shout about the increase in baggage charges, retaining Thomson’s position as a trustworthy holiday company.
What we did
We installed the “Stealth-O-Meter” at Gatwick airport on May bank holiday, that allowed holiday makers to weigh their luggage and discover whether or not they were liable for hidden costs as charged by Thomson’s main competitors.
Our brand ambassadors were on hand to guide people through the “Stealth-O-Meter”, provide information and hand out leaflets about “The Great Baggage Robbery” to enhance understanding.
To demonstrate that Thomson’s main competitor, Thomas Cook, operated unfeasible baggage limits, two character actors played the roles of “Thomas Crooks”, holding fake bags of money and dressed in robbers outfits, entertained queuing passengers and handing out leaflets to raise awareness. 40 minutes later we had shouted loud enough to grab Thomas Cook’s attention!
So, what happened..?
- Cost per awareness 0.14p
- The stunt had long-lasting impact for travellers who became aware of pricing disparity as it stimulated Thomas Cook and other airlines to lower their baggage charges and increase their weight limits.
- The campaign highlighted Thomson as a leader in promoting fair baggage charges
- Won “Best use of a low budget at the FMBE awards
- Won “Gold” at the Brand Experience Awards
The stunt was a great creative concept, was turned around in record time and was a cost-effective way to achieve a very specific goal. We are extremely pleased with the outcome.
Sales Director, Thompson