When rebrands go wrong

(And how to avoid the pitfalls)

Thomson eyes 'high impact' out of home ads to push Dreamliner

Thomson is to focus on high impact out of home advertising near airports to promote its fleet of Dreamliner aircraft and claims there are no perception problems among its customers despite several high profile groundings in the past 12 months.

Thomson Gatwick ad

Thomson ad at Gatwick Airport.

The brand has today (1 October) unveiled a 500 square metre outdoor ad, its “largest” ever, to promote the benefits of the Boeing made 787 Dreamliner and the long-haul destinations they fly to from Gatwick Airport. The 500 square metre poster covers the entire back wall of the check-in area.

Rebecca Edwards, general manager for brand management at Thomson’s parent company TUI UK and Ireland, told Marketing Week it will look at doing more high impact out-of-home campaigns in and around the UK’s other major airports that are “fresh, new and drive impact” among travellers. 

The unveiling of the campaign follows two separate incidents at the weekend that saw Norwegian and Polish airlines forced to ground 787 Dreamliner groundings because of technical glitches. The incidents are among a glut of problems reported for the aircraft in 2013.

Responding to a question about whether the problems have damaged perception of the Dreamliner brand, Edwards says the response of Thomson customers has been positive. “People are loving the new service”, she adds.  

Readers' comments (3)

  • I have just travelled on the Dreamliner to Florida in the premium cabin and I was quite disappointed with it, whoever thinks it is a good idea to put that great big immovable thing in the middle which houses the entertainment screens obviously have not tried it for themselves. It's crazy there is lots of room in the seat widths and in front giving plenty of legroom but just try getting past to use the loo! It is so difficult and who ever is sitting next to you has to struggle to let you get past, it is also quite a noisy plane, aside from that I thought it was quite good as it got us home a bit earlier than thought.

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  • The Dreamliner is an accident waiting to happen. I'm avoiding it until it has been in service for at least five years. The cause of the fires has yet to be determined. Electrical problems are occurring practically every day. Boeing is riding its luck. Something will go horribly wrong eventually.

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  • Dreamliner was amazing out bound flight to Cancun, but 767 was awfull coming home. The Dreamliner had an air con fault hence the 767 grrrrr was not happy

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