UK-based travel company Thomas Cook Group has been exploring the use of virtual reality (VR) as a marketing medium for some time now, having started back in 2014 with its ‘Try Before You Fly’ campaign, created by 360-degree production company Visualise. Now the two companies have collaborated again along with digital creative agency Catch Digital for Thomas Cook’s Fantasy Flight campaign.
Devised by Catch Digital, the project gives customers the opportunity to experience a 360-degree in-flight experience from Thomas Cook Airlines. In it holidaymakers are transported to the cockpit of a Thomas Cook plane, where they are then able to jump to videos taken within both the economy and premium classes. Viewers are also challenged to find clues within each film and submit their answers to a microsite where they have a chance to win a £3,000 GBP holiday to Los Angeles.
Henry Stuart, Founder & CEO of Visualise said: “This campaign highlights that travel companies are realising the potential that VR has when connecting with customers. The initial ‘Try Before You Fly’ destination campaign saw a 180% increase in NYC excursions booked after the VR launch, and we’re hoping that this campaign continues to build on that success.”
“2016 is set to be virtual reality’s breakout year. This new technology is perfectly placed to highlight Thomas Cook Airlines’ new routes and high-end A330 aircraft. We had a lot of fun on the shoot with a 50+ strong crew of actors, airline staff and impersonators to bring the new destinations into the cabin, as well as providing clues which viewers can find to enter a competition to win a holiday to LA,” added Jonathan Smith, founding partner at Catch Digital.
There’re three videos in total (one can be seen below) the rest found on YouTube. For a more immersive experience view the films on the YouTube app via a smartphone, and combine that with a head-mounted display (HMD) like Google Cardboard.
VRFocus will continue its coverage of Thomas Cook’s VR campaigns, reporting back any further announcements.