Thomas Cook has, besides sharp prices and an extensive range, a multi channel booking system and a strong and qualitative brand. This complexity asks for an introduction strategy that loads Thomas Cook as multi channel distributor, makes Thomas Cook the favourite of the public and consists of a mix of channels that easily converts lookers into bookers. The suitcase label was made to look like an aircraft agencies’ suitcase label. Promotion teams attached the suitcase labels with a unique number on all kinds of objects in the city centre of Amsterdam. By entering the unique number on the action site, participants could immediately discover if they'd won a trip to Cuba.

In total 13,000 suitcase labels have been placed. 6,000 new email addresses were gathered, which means a 46% conversion. The spontaneous brand awareness reached 10% and the total Thomas Cook brand awareness was 71% after a period of 6 weeks. Furthermore, Thomas Cook received a lot of spontaneous reactions and emails from Amsterdam companies. One of them was the well-known Dutch Theatre Carré. They also wanted to implement a similar promotion for the opening of their renovated theatre. Competitive travel agencies didn’t like their doors being plastered with the Thomas Cook suitcase labels.