LONDON 2012 OLYMPICS

London 2012 Olympics

London 2012 Olympics

Introduction

Thomas Cook is currently engaged in carrying out a marketing campaign focused on the Olympics athletics of London Olympic 2012. The advertisement campaign focused the areas such as the venue of Olympic athletics, the stadium including the track, field and combined events along with different road events for enhancing the awareness of the event and the brand sponsoring it (Barber, 2008, 41-48). The awareness of the event is still minimal among the residents of London along with the visitor all over Europe and around the globe. In addition, Thomas Cook being one of the key sponsor of the event also one of the important ingredients that can add value to the brand.

Nonetheless, majority of the aware potential visitors does not know about it. Hence, Thomas Cook has started several marketing campaigns revealing its sponsorship and association with the event. Thomas Cook has used its website, different blogs and different BTL activities to promote the Olympic Athletics event which will be held at London Olympic 2012. Nonetheless, the organization is also engaged in different activities through which the organization is selling tickets to the event through their website and different sources (Barnett, 2011, 55-61).

Evaluation of the Company

Thomas Cook one of the largest traveller groups had managed to hold a market share, although trading conditions are quite tough. Thomas cook financial conditions were not that great as company secured a rescue package from lenders last November, economic uncertainty across Europe have impacted company, on the other hand, political turmoil in North Africa and Middle East creates the possibility for raising more challenges. (Matthews, G. 2005 pp. 66-72)

Thomas cook bookings are experiencing increasing trend in United Kingdom region, In UK region Thomas Cook Market share remains stable during both winter and summer season. Whereas overall sales is concerned, Thomas Cook is second largest travel firm with respect to sales, currently Thomas cook is focusing on their Olympics 2012 sponsorship. Thomas Cook India has also been point of focus; company future is facing many challenges as lenders have been asked many a times for rescuing firm, and overcoming the possible default debt. Initiatives such as closing down two hundred underperforming shops, and five hundred hotels, in order to restore the confidence level of customers and investors, and cutting down the business debt. (Markovits, A 2010 pp. 55-67)

Thomas cook has also been hit hard by trading conditions, particularly in Britain, Britain is core customer region for Thomas cook, tough economic conditions have affected families with young children, this resulted in less travelling. On the other hand unrest political situations in destinations like, morocco, Tunisia, and Egypt have also affected the traveling plans of Thomas cook. If we look at the precedent history of Thomas cook regarding Olympics, Thomas cook have taken customers from Britain. Thomas Cook actually took customers from Britain to the first modern Olympics in Athens in 1896, and passengers from all over the UK to the 1908 and 1948 London Olympics, so they got ...