Thomson Lakes & Mountains brand proposition
Thomson Lakes & Mountains is a specialist offshoot of the main Thomson brand you would've seen on the telebox. Basically the main one goes to very 'mainstream' holiday destinations while Lakes & Mountains is about smaller places, off the beaten path - often involving a lake and/or mountain.
Again, this brand used to be very price-led, whereas our research showed that customers wanted much more than that - to explore local European destinations while having the security and ease of a tour operator behind them.
The brand proposition was crafted around this idea. I worked closely with the brand manager to define the brief, then produced this copy.
Marketing campaign 2014
The brief was to emphasise the brand proposition while highlighting specific destinations and the most intriguing/interesting elements about them. I had to work closely with product experts and designers to produce copy that married up with the best of our image library.
Marketing campaign 2013
