Thomson admitted that the rebrand to TUI had cost the company 'tens of millions' of pounds, that will be spread over 3 years.
However, the company retained the Crystal Ski and First Choice brands after market research revealed it would have lost the majority of their clients if they had adopted TUI brand.
For the past 4 weeks the operator has been running a TV campaign concerning the name change and has already seen a 4-fold increase in awareness of the TUI brand.
Maybe the most difficult aspects of the change has been online, where Thomson risks losing a lot of traffic after Thomson.co.uk became tui.co.uk. The company will have to purchase more traffic online via paid adverts on search engines to compensate.