Thomas Cook relaunches Escapades brand

Thomas Cook relaunches Escapades brand

Thomas Cook has revamped its Escapades brand for summer 2013 to appeal to a ‘more mature’ audience within the 18-30 demographic.

Its portfolio will include relaxing hotels and resorts close to but away from the centre of buzzing destinations. Guests can still gain access to clubs and events and Escapades will offer some destinations not available through Club 18-30 such as Sharm El Sheikh.

To differentiate its youth travel products, the travel group has launched a new campaign based around “Are you a Raver or Relaxer?” to direct the former to Club 18-30 and relaxers to Escapades. The latter will include events specifically for them and a bespoke concierge service.

“We wanted to offer our customers and agents a clear choice between both of our youth brands as we were aware that our target markets tastes varied,” explained Teresa Walsh, managing director of Club 18-30 and Escapades. “A Club 18-30 holiday offers an authentic full on clubbing holiday, with our reps being at the centre of the experience, Escapades offers customers the choice to party hard or just relax.”

Gary Marshall
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Gary Marshall
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