U-turn as Thomas Cook dumps JMC

TOUR operator Thomas Cook is scrapping its JMC brand on all package deals, except for family holidays. The U-turn for the German-owned company comes less than three years after JMC'S £10m launch.

The initials were taken from John Mason Cook, the son of the founding Thomas Cook, and JMC was to be the name that covered all its package holidays.

But customers were confused by the new brand, which claimed to 'unwrap the package holiday'. Rivals sniped that JMC had 'unravelled the package holiday'.

Now Thomas Cook has admitted defeat. Instead of JMC, holidaymakers will be offered Thomas Cook holidays from the premium end of the market, and Sunset for no-frills breaks.

A spokesman denied the decision represented an expensive failure, but said customers were confused by one brand covering different types of holidays.

He added: 'JMC had some challenges, but it is popular with young families and adults. We set out to create a brand from scratch, which we did, and more than half our customers will holiday with the JMC name.' Brochures with the new brands will go out next week.

Thomas Cook is also changing its traditional 'red brick' logo to the blue and yellow one seen on its satellite television channel and its Belgian airline.

The company is also expected to drop the JMC brand from its German and UK airlines next year and rename them Thomas Cook Airlines.