While travel and tour companies are going all out to target the traditional family and youth segments, Thomas Cook’s internal research has revealed the emergence of a viable TG in India’s Gen S- senior citizens with plenty of free time and disposable income (often enough, topped up by their children) and are increasingly fit and raring to travel. The Company has hence re-introduced an initiative which is not only a great product and a great idea but with a refreshing piece of communication as well.
Silver Breaks – Senior Citizen’s Holiday Plans from Thomas Cook has been specifically created for the needs and requirements of India’s Seniors / Silvers… A large population of eager travelers who may be even traveling for the first time and are filled with apprehensions and concerns about traveling on their own especially at their age. There are many people in this world especially in India who assume responsibilities at a very early age, and spend their entire lives fulfilling those responsibilities to their parents, children, family and society. They have probably never been even beyond their own neighborhood walls or city limits, never found the time or managed to save for an international holiday. This is an opportunity for them to fulfill this latent desire which they most definitely deserve to.
The films have been conceptualized and created by Law & Kenneth Saatchi & Saatchi. The commercials have been produced by Light Box films and will be aired in cinemas, on TV and digital mediums.
Speaking about the campaign, Mr. Abraham Alapatt, President & Group Head – Marketing, Service Quality, Financial Services & Innovation, Thomas Cook India said, “Silver Breaks is yet another endeavor from Thomas Cook to continue its innovative and pioneering legacy in products and marketing. This is not only a great product, but a great service for those who really need the care and comfort while travelling alone or to unfamiliar places especially at an age when everything becomes a challenge. With easy paced itineraries and an attractive value, we are encouraging people to travel the world, no matter what your age is.”
Speaking about the TVC, Rahul Nangia, Jt. NCD, Law & Kenneth Saatchi & Saatchi said, “The film features real people in their real voices. Neither of them are actors or artists. The idea was to capture them minutes before they are about to leave for their first international trip. This is a moment when they are reflective about milestones in their life, before they embark on another milestone event.”