Winter 2016
BRAND NEWS THOMAS COOK PARTNERS WITH RAS AL KHAIMAH Ras Al Khaimah Tourism Development Authority (TDA) and Thomas Cook Group have announced a major cooperative marketing agreement aimed at promoting the Emirate as a premier destination for European leisure tourism. Initially running from March 2016 to February 2017, the co-marketing partnership will help to raise awareness about Ras Al Khaimah in international markets and drive travel and tourism to the destination. A large proportion of the initiative, which will run simultaneously across the UK, Germany and Scandinavia, will be focused on the promotion of Ras Al Khaimah as a world-class tourism destination for authentic Arabian experiences. This will be marked by a high profile, co-branded marketing campaign that fully exploits the holiday company’s consumer and trade touch-points. It will include in-store promotions across Thomas Cook’s retail estate, along with creative development and production by the Ras Al Khaimah TDA. The agreement will also include intensive travel agent training, product awareness support on international PR outlets and social media channels and dedicated pages with special offers hosted on both Thomas Cook’s and Ras Al Khaimah TDA’s websites. “We are happy to be partnering with Thomas Cook and working with one of the leading leisure travel groups in the world to promote Ras Al Khaimah”, said Haitham Mattar, CEO of the Ras Al Khaimah TDA. “We are confident that this alliance will help spread the word about our Emirate’s unique selling points, rich offerings and stunning natural surroundings, which appeal to a wide range of travellers across the globe, and strengthen our position as the best place to be for genuine Arabian experiences, great beach resorts and exciting adventures.” Thomas Cook’s Group Head of Media & Partnerships, Stuart Adamson, said: “We are very excited to be partnering with Ras Al Khaimah, leveraging the full strength of Thomas Cook as an omni-channel retailer. We are looking forward to delivering a fully integrated campaign promoting this premier Middle East destination to the millions of holiday makers that engage with us on our channels and beyond, across several markets.” LMCA APPOINT DIRECTOR OF BRAND LICENSING LMCA recently announced that Kirsten Fallon was appointed to the firm as director, brand licensing. She will be located in the company’s New York headquarters and report to Alan Kravetz, company president and COO. Fallon’s background has a deep base in international licensing of major brands, having senior level experience working with the Food Network, Ben & Jerry’s, Kraft, ConAgra and other leading corporations. Allan Feldman, CEO of LMCA commented, “Adding Kirsten to our team emphasizes our dedication to providing superlative strategic service to our corporate clients, both domestic and international. Kirsten’s experience complements the brand extension licensing skills of our worldwide staff members.” Feldman added, “LMCA has been in a continuing steep growth phase. Hiring Kirsten helps ensure that each client, new and old, will have the same excellent service level for which we’re known. Strategy, service and program performance will always be our top priorities.” BAKE OFF TEAMS UP WITH GO JETTERS Great British Bake Off Winner Frances Quinn has teamed up with BBC Worldwide to create an array of bakes inspired by the Go Jetters. From Moustache Cookies, Ice Cream Cone cakes and Medal Biscuits, Frances has made sweet snacks for any Go Jetters themed parties. Commenting, Frances said, “I’ve had so much fun creating the Go Jetters bakes. These delicious treats will delight any fans of the show and are so simple to create. From baking bowl to Ubercorn’s glitter ball make sure you have some disco on while baking, it adds extra beats and magic!” PAGE 6 TOTAL BRAND LICENSING