Thomas Cook - #CatsOnAPlane

Thomas Cook - #CatsOnAPlane

In recent years Thomas Cook Airlines has been refurbishing its cabin interiors to improve passenger comfort and reduce aircraft weight (thus increasing fuel efficiency) through the installation of newer and lighter equipment.

To promote these new cabins, the airline has teamed up with Catch (the same digital marketing agency they partnered with on the 360-degree VR experience “Fantasy Flight” ) to harness the formidable power of cats and the internet in a new online campaign.

Working under the strapline “You Deserve Better”, this campaign features a series of videos uploaded to the Thomas Cook Airlines YouTube channel and promoted through Facebook, Twitter and Instagram, using the hashtag #CatsOnAPlane.

The longest video is about 95 seconds and features an ensemble cast of “test team” cats from different breeds. Here the cuddly cats are seen exploring newly refurbished aircraft cabins and being attended to by cabin crew. Caption boxes are used to describe what the cats are thinking as they try out the amenities onboard.

Other videos in the group run about 30 seconds each, and focus on a specific cat or group of cats, and specific area of service. Quoted in a feature by the marketingblog.co.uk , Catch’s Creative Director said

Cats are the undisputed champions of the internet. They’re fussy, demanding and know exactly what they want. What better way to put the airline’s service to the test.

On YouTube, the four videos collected 87,300 views over seven days. Direct upload to Facebook , however, yielded even better results – with just three of the clips getting over 460,000 views over the same time-span.