The firm, which has revamped to compete in an increasingly crowded off and online directories market, hired digital agency Dare in August to create the push, which includes rich-media banners and search marketing.
The Thomson 'catwoman', who stars in the TV campaign, will feature in the online work as the brand seeks to push a new 'lean, fast, smart' image. The idea was dreamt up by its lead agency, Miles Calcraft Briginshaw Duffy (MCBD).
The online campaign will aim to specifically promote the cinema and restaurant finders on ThomsonLocal.com. The new tools allow users to enter their location to access detailed information on their local restaurants and cinemas.
Karen Francis, channel internet marketing manager, at Thomson Directories, said: "We are working on the campaign now, but it will be taking the executions of the offline campaign and using them online to promote the life-style elements of the web site."
Online media will be planned and bought by the company's incumbent above-the-line media agency The Media Shop.
Helen Calcraft, managing director of MCBD, said: "When we started looking at the brand we found Thomson has every bit as much information as other directories, but what makes it different is the way information is intelligently packaged together. We concluded that Thomson is really smart."
Kendall Gordon, marketing director at Thomson Directories, added: "'Smart' seemed to fit the bill perfectly."
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