Thomson Holidays is to release the soundtrack of its television ad, a cover of a Pixies song, as a single.
The tour operator, owned by TUI UK, recently named Jeremy Ellis as marketing director and he says the release is not expected to be a revenue earner but is being released to help increases awareness and credibility of the campaign.
The Pixies track is “Where is my mind?” and it is covered by the artist Sunday Girl. The ad, launched in October as part of a £5m branding campaign, is one of a number of recent TV spots to use female singers to cover well known “credible” songs.
This includes the Smirnoff’s campaign featuring a cover of the Kiss track “Crazy, Crazy Nights” and the John Lewis ad using a cover of The Smiths “Please Let Me Get What I Want”. The retailer has just released a charity album of covers.
Ellis says that the Thomson Holidays’ song “was perfect to convey the emotions of our campaign and strike a chord with those watching - highlighting how quality time with loved ones on holiday is the most precious time of all.”
Rival tour operator Thomas Cook released its annual ad campaign in the traditional Boxing Day spot and is focusing on price and location, backed with a discount off holidays and a “Price beat” promise.
If you’ve achieved something to shout about with your marketing then enter the Travel & Leisure category in the Marketing Week 2012 Engage Awards by clicking here.
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