European tour operating giant Thomas Cook has inked one of the more leftfield partnerships to have emerged in recent years: a deal to co-promote products with a milk supplier!
The idea is that Thomas Cook and Cravendale will jointly plug each other products on their respective and various social media channels, such as Facebook and Twitter, as part of a promotion (“Buy before-you-fly and Come Home to a Cuppa”)Â to encourage travellers to order milk for when they return from a trip.
Additional activity will take place on the Thomas Cook Facebook page so fans can win a a holiday but also discount vouchers for when ordering milk.
So while the collaboration seems to lack some of the so-called substance of other, more earnest social media campaigns in recent months, potentially thinking in a more abstract way about what travellers may not immediately consider important when it comes to planning a trip, but might be useful, is perhaps the way to go for travel brands.
NB: Milk bath image via Shutterstock.
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About Kevin May
It doesn’t seem so odd to me, but my deal is exclusively family travel. I get a lot of queries about the safety of milk in various destinations, and options for tetra-packed milk to travel with.
I’m guessing the region where most of their customers are from drink a lot of milk? Either way, this partnership seems different. And different usually gets media attention. So if that’s there goal, then well done.
@cleo – we Brits certainly like our tea
I agree with you Cleo. It starts off with ‘You’re kidding me??’ and ends with ‘Yeah, that’s actually quite sensible’ – resulting in positive productive association and subliminal trust building with the audience.
@carl – yup, that was my reaction, too. Smart.