The decision is part of plans to boost customer bookings throughout the year, rather than just at key sales periods. It also comes as Thomson seeks to increase the range of digital channels used to recruit customers.
TUI is handling the review in-house and is seeking a shop to handle both its on- and offline direct communications. Fox Kalomaski, which handles the firm's direct marketing for long-haul holidays, will not be affected by the review. The remainder of its direct business is handled by Bright Communications.
Thomson is one of the biggest spenders on direct in the package-holiday sector. Last year, it invested more than £19m on promotional activity in the UK across its sub-brands, which include Portland Direct, according to Nielsen Media Research.
Last summer it returned to TV advertising for the first time in more than three years. The work, by DDB London, introduced the strapline 'Time away is too precious not to be Thomson'.
Earlier this year, the tour operator ran a series of digital posters in its travel-agency outlets to promote its Thomson Ski and Thomson Arabian Gulf packages.
In May, Thomson was rapped by the Advertising Standards Association for a campaign that carried a number of claims deemed misleading. One press execution stated, 'If your travel agent doesn't recommend a Thomson holiday, you're probably paying too much'.
In June, Thomson sales and marketing director Miles Morgan left the firm following a mangement restructure that shifted responsibility for marketing to David Burling, who now holds the role of commercial director.
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