Thomson has unveiled a multi-million pound integrated marketing campaign focused around its ‘Discover Your Smile’ slogan.
A new TV ad will feature Thomson’s long-haul Dreamliner flights and its new Sensatori resort in Jamaica.
Aiming to build on the success of the award-winning ‘Simon the Ogre’ campaign, which introduced the premise that a Thomson holiday has the power to transform you back to the best version of yourself, the new TV advert tells the story of a bear called Miles, whose ‘smile is restored’.
Created by BMB and set to William Shatner’s version of the iconic Bohemian Rhapsody, the 60 second ad will debut across cinemas from Friday and during ITV’s X Factor on Saturday.
Further iterations of the story are due to follow in the New Year.
The film forms part of a major branding building campaign for Thomson to launch ‘Discover Your Smile’ and raise the profile of the TUI logo.
It also features outdoor, print, online advertising, video on demand, email marketing, social media and PR.
A new, fully interactive webpage has been launched, www.thomson.co.uk/smile featuring the new ads, 90-second director’s cut and ‘behind the scenes’ films, as well as bespoke smile and destination content and content generated through the hashtag #mademesmile.
Trevor Beattie, founding partner of BMB said: "We think Miles the Bear is going to be a star. One-eyed and raggedy he maybe, but he’s out to steal your heart."
Miles the Bear will be available to purchase across Thomson retail shops from November, with a percentage of proceeds going to the Family Holiday Association.
