Thomas Cook Airlines

A new positioning and customer experience

Business challenge

The leisure airline market is commoditised and driven by price with the customer experience suffering. With little to no point of difference, they are hooked on buying low margin customers from price comparison aggregators in a race to the bottom.


Flying with a leisure airline should be fun. After all, it’s the very start of your holiday.

The idea

We created a powerful new positioning and redesigned customer experience.

Our positioning focussed on putting the fun back into flying by maximising lift and minimising drag.

We called the uplifting experiences ‘little lifts’.

They were already pretty good at them, but we created many more throughout the customer journey and helped develop an internal culture where they were celebrated and rewarded.

From uplifting airport environments, to entertaining families whilst queuing to re-imagining food on-board, we created a more uplifting customer experience building in new revenue opportunities along the way.