Slogan Doctor: Thomas Cook - 'Don't just book it, Thomas Cook it'

Old slogans may live on in people's minds but they rarely come back. But here's an exception. Thomas Cook's slogan was created in 1984 by ad agency Wells Rich Greene and used successfully until 1993. But last year the travel agent conducted a poll of 2,000 people and found that when prompted with the first half of the line, 60% could finish it. So it has been resuscitated and given prominence in a series of TV ads. 'Don't just book it,' shouts a crowd of the agent's staff. 'Thomas Cook it,' adds the voice-over. Thomas Cook's advertising emphasises its trustworthiness: everything you buy from it has a money-back guarantee. But the joy of the slogan is its versatility. It says nothing specific but suggests that buying a holiday or flight from Thomas Cook is superior to 'just' booking it with someone else. Word-play makes it successful: each half of the slogan has the same 'tum tum ta-ta' rhythm and final syllables. It rams home the company name in a way that research has shown is almost unforgettable.

by John Morrish
Last Updated: 08 Oct 2010

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