Helping Britons see the world

The Thomas Cook Group is the oldest and best known name in leisure travel, thanks to the inspiration and dedication of a single man. Thomas Cook began his international travel company in 1841, with a successful one-day rail excursion at a shilling a head from Leicester to Loughborough. From these humble beginnings Thomas Cook launched a whole new kind of company – devoted to helping Britons see the world.

Today, the company is proud to serve 23 million customers each year and is focused on transforming the business so that it can serve even more customers in ways that deliver their holiday dreams.

Responding to rapid change

The travel market is changing rapidly, and Thomas Cook has been transforming its business to respond to and lead that change. With a new brand and a new CEO in place, the 2015 online report was an opportunity for the company to draw a line in the sand, and articulate exactly how its claim to put the customer at its heart was being convincingly delivered through the business.

The challenge for the online report's design team was to communicate this customer-centric approach to the investor community, particularly retail investors who would be more likely to access the online report than its printed counterpart.

The client's commitment to the customer is inescapable in the online report. For Thomas Cook's third year of transformation, the microsite reflects both its customer message and the confidence within the company to achieve its objectives. From the striking photography on the landing page through to the snapshot information on the company's new operating model, the microsite is big, bold and message-led.

Case studies emphasise the ease of the customer journey from the time they book to the end-of-holiday questionnaire, while dedicated infographics support the financial highlights and resources content.

Customer at our heart

Built as a responsive solution to meet the needs of mobile users, the site is easy to navigate, whether via the single page view or the more traditional top navigation. Throughout, simple but assertive copy lines and clear navigation underline the ‘customer at our heart’ message.

The site is deceptively simple. Extraneous content has been pared back to create a seamless solution that users can experience in just a few minutes – and the result is a clear and convincing case for how a rebrand with a strong focus is backed up by a robust business model. In short, it invites, inspires and delivers.

I am very pleased with the service I received from RY in respect of our 2015 annual report. In particular I valued their flexibility in adapting to our changing requirements. I also found that their ability to provide additional out of hours resource at relatively short notice very useful. RY’s experience in producing annual reports was evident, and meant that I always felt the project was in safe hands.

Holly Ward

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