Labbrand helps Thomas Cook, the oldest name in travel, develop a comprehensive local strategy for China.
As the oldest name in travel, Thomas Cook has historically focused on the European tourism markets. In March 2015, Thomas Cook entered into a partnership with leading Chinese investment group Fosun. Together, they look to become the holiday expert in the Chinese travel industry.
However, Chinese travelers are moving away from group tour trips. Instead, travelers in China now seek a more customized and authentic experience. They seek to express themselves through holidays, and explore what the world has to offer. Labbrand was appointed to develop a localization strategy for Thomas Cook with the ambition to achieve big success in China.
After mapping out the competition, evaluating the brand’s strengths, and analyzing the consumer market and cultural trends of travel in China, Labbrand positioned Thomas Cook as a brand who offers “the holiday you belong to”, targeting people who want to spend a holiday with people they care for and with people who believe in creating memories of happiness and understanding.
We also helped refine the brand strategy for Thomas Cook’s flagship resorts Sunwing – a joyful place for kids and family, and Sunprime – a premium modern environment.
Among the over 200 Chinese names derived from a wide range of creative direction, we finally chose 托迈酷客 [tuō mài kù kè] for Thomas Cook Group. 托 [tuō] means “support” while 迈 [mài] means “stride”, which not only indicates the travel industry but also brings forward the dynamic brand value. 酷客 [kù kè], the cool guest, pictures the image of modern young Chinese travelers who are eager to explore the world. The naming process was assisted by creative brainstorming, name creation with proprietary software, in-depth screening and selection, legal check, and linguistic check, followed by qualitative market testing.
After Chinese name creation, Labbrand helped to expand Thomas Cook’s local verbal identity with the creation of a Chinese tagline 陪你随心而行 [péi nǐ suí xīn ér xíng] (experience your dream holiday with Thomas Cook), highlighting that Thomas Cook always puts customers at its heart.
With a refined brand positioning strategy, we also created the Chinese names for Sunwing and Sunprime. Sunwing was named 晴乐湾 [qíng lè wān], a “sunny, happy bay”. Sunprime was named 晴览庭 [qíng lǎn tíng], a “bright viewing courtyard”, delivering a sense of premium environment and warmth.
After creating the core verbal assets, we created a localized signature lockup design for Thomas Cook, Sunwing and Sunprime.
With the offline brand assets established, we help Thomas Cook develop their online presence. We designed a Chinese website complete with localized UX, design and content, as well as developing a social content strategy on Weibo and WeChat.
Explore the journey of Continental in China as Labbrand extends its expertise to localize brand strategy and identities for Thomas Cook. Amidst collaboration, witness the passion and dedication of the Thomas Cook team, coupled with Labbrand's profound expertise in the travel industry. Together, they pave the way for Thomas Cook's success in the dynamic Chinese market, marking a strategic milestone for Continental in China.
This collaborative venture goes beyond strategic alignment—it represents a harmonious fusion of cultures, where Labbrand's intricate knowledge of the Chinese market intertwines seamlessly with Thomas Cook's global legacy. The localization efforts not only ensure a cultural resonance but also serve as a testament to Continental's commitment to meeting the unique needs and preferences of Chinese consumers.
As the brand strategy unfolds in the vibrant Chinese landscape, Labbrand's expertise in navigating cultural subtleties ensures that every aspect, from visual identities to messaging, resonates authentically. The passion and dedication witnessed in the Thomas Cook team during this collaboration underscore a shared commitment to excellence and customer satisfaction.
In the evolving travel industry of China, this partnership sets the stage for Continental to not only establish a strong foothold but also to thrive amidst the complexities of this diverse market. The synergies between Labbrand and Thomas Cook promise a narrative that goes beyond mere brand localization—it's a narrative of cultural understanding, strategic foresight, and a shared vision for success in Continental's journey in China.
In conclusion, the collaborative efforts between Labbrand and Thomas Cook in localizing brand strategy and identities for Continental in China epitomize a harmonious synergy of expertise, dedication, and cultural understanding. This strategic partnership goes beyond adapting to the nuances of the Chinese market; it signifies a commitment to creating an authentic and resonant brand narrative.
Labbrand's proficiency in navigating the intricacies of Chinese culture, combined with the passion and dedication demonstrated by the Thomas Cook team, lays a solid foundation for success. This journey is not merely about localized strategies; it's about crafting a narrative that seamlessly integrates global excellence with a deep appreciation for the uniqueness of the Chinese market.
As Continental ventures into the dynamic landscape of China, this collaboration stands as a testament to the brand's adaptability and commitment to meeting the evolving needs of Chinese consumers. Together, Labbrand and Thomas Cook pave the way for Continental's success in China, marking a significant milestone in the brand's journey and leaving an indelible mark on the vibrant tapestry of the Chinese travel industry.
VP & Creative Director at Labbrand
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