Thomas Cook India

Thomas Cook India

A complex brief with challenges galore but Matrix PR managed to turn this into a fantastic event and garnered an estimated 13 million impressions with over 120 clippings for the client.


The Case

Picture this.

You don’t know who the client is. You are clueless about the press conference announcement. But your task is to get the media to attend and ensure timely coverage of the story. And all this to be turned round in 3 days!

The following case study highlights the challenge we faced managing a press conference for Thomas Cook and DEI, and how we turned those challenges around.



Matrix PR was approached by a third party to plan and execute a rather unusual PR activity with just 3 days’ notice.

To announce the new business venture between a giant in the travel & tourism industry and a Dubai based company


  • We took a client on board for a big announcement but we would not know who the client was until the actual press conference because of stock exchange regulations

  • What we were told was that the client was a big player in the travel & tourism industry and were acquiring a Dubai based company

  • We had to invite specific key influential media without being able to tell them who the client is or what the announcement was

  • In short, Matrix needed to organize a presser in 3 days about an upcoming acquisition between two companies but without disclosing the companies. Tricky, right?

Client Reveal

The clients were: Thomas Cook India Ltd (TCIL) – an integrated travel and travel-related financial services company and Digiphoto Entertainment Imaging (DEI) – a technology-driven company that provides turnkey imaging solutions.

The acquisition saw TCIL buy 51% shares in DEI.



The strategy was built around 3 concepts:

  • Leverage

  • Exclusivity

  • Fear Of Missing Out (FOMO)



Exclusive Content

    • We developed six press releases, each focusing on a different angle to give each one something unique to cover.
    • The key messages included Rationale of the acquisition, Impact on business, Enhancing the value proposition for the last mile experience, Adaptability to technology & Domestic vs international market.

Intriguing Media Pitch

    • We created mystery and intrigue about the pitch to get the media excited enough to come and cover it and a location that would reflect the unnamed client.
    • The journalists were also promised exclusive data and quotes for their press releases.

Crafted an image

    • We crafted an image of the client as an industry giant who would use this acquisition as a game-changer in the travel and tourism industry in the region.
    • The messaging highlighted the multi-million acquisition that would disrupt the travel and tourism industry.



The agency helped position TCIL and DEI as authorities and trusted partners in the regional and global tourism space.

9 Newspapers

Secured coverage in 9 leading dailies in the UAE.

10 Interviews

Secured 10 media interviews and interactions with the likes of The National, Bloomberg, Dubai Eye, Khaleej Times etc.

13 Million Impressions

13 million estimated impressions including Bloomberg, Times of India, Money Control,, DNA India, etc.

120+ Clippings

Over 120 clippings across the MENA region, within two days of the announcement.

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