Thomson may enlist flyer printers for new personal strategy

The direct mail offerings for Thomson's new strategy could include cheap flyers

Thomson may wish to use the services of flyer printers to promote its new, personal focus for its 2011 summer holiday drive.

The travel operator is replacing its current slogan of 'built with you in mind' with a strategy that focuses on consumers' individual needs, according to Marketing Week.

A television advert will debut on Christmas Eve that asks viewers a series of questions relating to what they want from their holiday, before the strapline 'your holiday to a T' appears.

The commercial will be broadcast alongside radio, email, direct mail and online advertising efforts, with 1.3 million customers receiving weekly offers to their inbox and over 250,000 people getting a direct mail pack through the post if they have recently travelled with the company.

If Thomson decides to include cheap flyers in its postal deliveries, its marketing team may wish to heed the advice of Mark Haslan, writing for Overnight Prints, who said the printed materials need to be visually appealing and able to catch the recipient's eye.