European tour operating giant Thomas Cook has inked one of the more leftfield partnerships to have emerged in recent years: a deal to co-promote products with a milk supplier!
The idea is that Thomas Cook and Cravendale will jointly plug each other products on their respective and various social media channels, such as Facebook and Twitter, as part of a promotion ("Buy before-you-fly and Come Home to a Cuppa") to encourage travellers to order milk for when they return from a trip.
Additional activity will take place on the Thomas Cook Facebook page so fans can win a a holiday but also discount vouchers for when ordering milk.
So while the collaboration seems to lack some of the so-called substance of other, more earnest social media campaigns in recent months, potentially thinking in a more abstract way about what travellers may not immediately consider important when it comes to planning a trip, but might be useful, is perhaps the way to go for travel brands.
NB:Milk bath image via Shutterstock.