Thomas Cook TV

Thomas Cook TV launched on the Sky Digital platform in December 2001. Broadcasting 24 hours a day, seven days a week, the channel featured programmes on destinations from Mexico to Majorca and provided editorial overviews and detailed resort information alongside specific offers and late deals. The channel was completely run for Thomas Cook by the etv media group and aimed to drive sales to Thomas Cook's call centres, shops and website through inspiring viewers with new opportunities and new locations such as Cuba and Red Sea Riveria (Egypt to you and me).

After wide consultation the etv media group was chosen to manage and produce the channel because in the client's words, 'they listened to what we wanted to achieve and then worked with us to refine the proposition and then brought it to screen on time and on budget.' Thomas Cook and the etv media group have forged a successful business partnership that enabled the channel to operate succesfully for 8 years and build the best travel TV library in the world that is now being used across online, mobile, instore and on board Thomas Cook flights.

To attract and capture customers earlier in the buying process by "selling the dream" through showing holiday destinations on television
To drive sales to all three Thomas Cook booking channels - high street, call centres and via the web
To promote and enhance the Thomas Cook brand
To develop video content for multiple use

The etv media group launched the channel from a standing start in four and a half months filming 35 destinations and 400 hotels and building a library, production and broadcast infrastructure to support the channel's launch.

This was just to get on air. On an on-going basis we continue to produce and manage Thomas Cook TV from our studios in Vauxhall, London. Our services include: Researching and managing location visits

Location shooting
Script-writing, studio filming and producing all programmes
Creating all the graphic and music elements of the channel
Post-production
Shooting and producing all the channels interstitial material, promotions and advertisements
Managing distribution and transmission of the channel
Working with Thomas Cook team to maximise commercial returns

On-going project management
Providing strategic advice on channel developments
Digital asset management
Web, mobile and vodcast production and delivery
In-flight and in-store television
Live Pricing Solution - the etv media group has implemented a complex technical solution which allows real-time holiday prices to be inserted on the channel by Thomas Cook staff to maximise revenue and sales.

Thomas Cook has now integrated television and video as a key component into its business strategy and sees digital media as a key growth area in its marketing and sales development.

Since launch, Thomas Cook TV has also won numerous awards including Broadcast Magazines' Best Transactional Channel as well as a number of awards for the broadband website.