Thomas Cook looks to Pinterest for Christmas campaign

Thomas Cook has looked toward popular photo-sharing apps such as Pinterest and Instagram for this year’s Christmas booking campaign.

The multi-million pound campaign – Real Good Times – acknowledges that consumers are increasingly looking toward photo-sharing apps when deciding on whether to purchase goods and services.

Jamie Queen, marketing director at Thomas Cook, told Marketing Magazine that the company’s spending mix had shifted significantly towards digital for the first time.

The campaign focuses on the perspective a variety of holiday-makers through the lens of a GoPro camera.

Running from 19 December in the UK – the spots will feature tunes from Queen’s Don’t Stop Me Now.

Queen said: “We are spending significantly more on digital this year and moved our spend around. We are investing more in programmatic, more in online display ads and more in social media.

“We use technology much more as an organisation, and in terms of what customers relate to in terms of media, people look for inspiration via Pinterest and Instagram.

“It’s important to be relevant for consumers and we are much  more modern than we have [previously] been perceived.”