Thomas Cook: Pitch

2001

Role: INTERACTION DESIGNER and CREATIVE ARCHITECT

Agency: Rubus

Project Description:
Pitch for the redesign and reimplementation of
Thomas Cook's online presence. Thomas Cook's powerful High Street presence combined with its wealth of media assets made it a prime candidate for the Rubus model of integrating on and off-line branding and service delivery. Rubus presented three models for future redevelopment: rebranding of Thomas Cook to freshen and consolidate its on and off-line branding; creation of a sub-brand for Thomas Cook's on-line presence to allow for a more contemporary approach while retaining the leverage of the well-known parent brand; redesign of web presence utilizing Thomas Cook's present branding.

These designs illustrated the sub-brand proposition, several strategic concepts resulting from the Competitive Analysis. The recommendation for improved usability and competitive advantage: the ability to navigate through travel choices using a wide variety of entry mechanisms. Also highlighted, the capability of Rubus to leverage the travel related digital media assets owned by Thomas Cook.