This paper demonstrates how a highly focussed consumer-centric strategy, based on consumer insight and understanding of the travel market, drove £2.3 million sales on a budget of less than £1 million. Thomas Cook used television in a highly innovative and integrated way, focusing on weekends away in January 2007 at key holiday locations. The campaign generated over 10,000 extra bookings, delivering £40 net profit for every £100 invested. It has also been the precursor to half a million people voting for an extra day's bank holiday