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Cook’s ‘holiday giveaway’ price challenge
Thomas Cook has pledged to keep its summer 2007 prices lower than rivals – and will give away holidays to customers who find them cheaper elsewhere.
The ploy – the company’s latest ‘Price Watch’ message for the peak booking period – comes as part of an aggressive promotional push including destination-specific TV advertising.
Thomas Cook is offering three million holidays across its range of seven package brands and claims to be guaranteeing the best price.
The deal also applies to scheduled flights booked through travel agencies, excluding British Airways and low cost airlines.
The company’s new marketing director Simon Carter said: “Our message to our customers is simple. We just won’t be beaten on price by anyone.
“For 2007 we have made price our priority – we understand the importance of this to our customers, and we want them to feel confident thye are getting the very best deal from Thomas Cook from start to finish.”
The Price Watch scheme was instigated in 2005 as a guarantee that the operator could offer the best price on the high street by monitering rivals’ rates.
The new initiative comes as part of a strong industry push for the peak booking period following an eight per cent slump in package holiday sales in summer 2006.
Report by Phil Davies
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