Thomas Cook stops booking it

The travel agent has scrapped its catchphrase and introduced a new logo.

by Emma Haslett
Last Updated: 28 Nov 2013
The catchphrase ‘Don’t just book it, Thomas Cook it’ is as synonymous with the great summer getaway as sunburn and flight delays.

But chief executive Harriet Green, who joined the company in July last year, clearly thinks it needs a new look. She’s scrapped the catchphrase in favour of a more simple ‘Let’s Go’, and replaced its logo with a yellow heart, dubbed the ‘Sunny Heart’ (their capitalisation, not ours).

‘This isn’t just a rollout of a new logo, it’s about a promise,’ simpered Green.

In all seriousness, the logo and catchphrase are part of a company-wide reorganisation that will unite all Thomas Cook brands, including Neckermann in Europe, Ving in Sweden, Condor in Germany and Airtours in the UK under the same logo.

‘The intention isn’t to rebrand all with the Sunny Heart, but they form part of the group architecture and will, in most cases, carry the Heart as some part of their logo,’ said a statement this morning.

The company said it had already tried the new branding across its Nordic brands, with early bookings rising by 17% and traffic to its website rising by 20%. Customer awareness of the brand was up 87%, it reckons. Possibly something to do with the eyeball-searing colour it’s opted for? It’s impossible to miss...

To be fair to the company, it’s spent the past two years trying to shake off the effects of a 2011 crisis during which the company increased borrowing by £100m as shares dropped 75%.

Following hundreds of store closures and job cuts, shares have risen by more than 700% over the past 12 months – although they were down 2p this morning, which suggests investors are as enamoured by the Sunny Heart as MT is…

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