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Thomas Cook (India) Limited has been a cornerstone of Indian travel since 1881. As a leading travel and financial services company, it has built an impressive portfolio that includes foreign exchange services and corporate and leisure travel through well-known brands like SOTC, TCI, and SITA.
Over the decades, they’ve established themselves as a major force in India’s travel and tourism sector, backed by an extensive office network and a comprehensive suite of services that cater to diverse customer needs.
To drive conversions, Thomas Cook focuses on raising awareness of its holiday packages for domestic and international destinations. Although it adopts a multichannel approach, push notifications play a significant role. Each Push Notification features catchy copy accompanied by a relevant visual that promotes different holiday packages.
They send out multiple campaigns daily to relevant customers, which helps drive most conversions. The Push Notification campaigns are also part of specific customer journeys that are triggered at certain points in the customer journey.
Since leveraging Merlin AI Designer for our Push Notification campaigns, we've been able to create images on the fly, a process that used to take hours. This speed has not only streamlined our workflow but has also translated to good impressions and click rates.
Thomas Cook faced a major hurdle with its promotional Push Notification campaigns. On average, they send around 5 holiday package promotions every day, and each campaign requires a custom visual. This meant involving their design team.
Simple campaigns that could launch within minutes required 2-3 hours for design, with revision cycles adding a few additional hours. This creative slowdown held them back, making it impossible for them to quickly respond to popular trends. The time wasted on these inefficiencies meant they had significantly less bandwidth to devote to other critical areas of customer engagement.
Thomas Cook’s marketing team was trapped in lengthy design cycles—what should have taken minutes stretched into hours of back-and-forth collaboration. This creative slowdown made it impossible to capitalize on trending opportunities, while consuming critical bandwidth that is better spent on other aspects of customer engagement.
As an early adopter of Merlin AI Designer, Thomas Cook saw immediate value. With just a few lines of prompt, their marketing team could create stunning visuals for their push notification campaigns. Complex visual creation tasks that previously required extensive collaboration now happen with just a few clicks. This operational breakthrough didn't just accelerate their creative output—it freed their team’s bandwidth.
Merlin AI revolutionized Thomas Cook’s Push Notification campaign creation process by enabling their team of three to create more engaging, brand-compliant visuals with integrated text overlays independently within a couple of minutes.
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