Watch: Thomas Cook takes hypnotised passengers on 'first flight'

Thomas Cook Airlines put five adults under hypnosis to give them the joy of flying for the first time again, as part of an activation with agency Tin Man.

TV hypnotist Aaron Calvert: 'What’s amazing is the simplest things are bringing such joy'
TV hypnotist Aaron Calvert: 'What’s amazing is the simplest things are bringing such joy'

Travelling to a holiday destination can be a soul-destroying experience for many people, particularly with delays, airport congestion and flavourless processed food often the only thing standing between you and a sunny beach.

New research reveals that more than a third (35 per cent) of Brits have fallen out of love with air travel and 28 per cent wish they could experience flying for the the first time again, and it’s not hard to see why.

The British public take 280 million flights each year and research commissioned by Thomas Cook Airlines shows that it takes, on average, 32 flights for people to get over it.

Drawing on the research, the leisure and travel company ran an experiment to see just how much joy it could bring to seasoned travellers by providing them with first flight experience again.

In collaboration with Tin Man, Thomas Cook Airlines organised TV hypnotist and mind-reader Aaron Calvert to put five adults under hypnosis and tell them that they were being filmed for a documentary on being a first-time flyer.

The participants spent eight hours under hypnosis and experienced every element of air travel as if for the first time, from navigating the airport to being airborne.

"It’s been really eye-opening. These guys absolutely believe this is their first flight," Calvert said. "And what’s amazing is the simplest things are bringing such joy. They looked out of a window, saw a plane and couldn’t believe the size of it or that it could actually take off. There was an almost child-like excitement to their constant questions!"

Tin Man founder Mandy Sharp told PRWeek the aim of the campaign was to establish the brand in travellers' consciousness by emotionally engaging them. 

"We did that by taking people back to their ‘first time’ flying experience and re-living all those emotions - essentially helping Brits fall back in love with flying," she said.

Thomas Cook Airlines director of group cabin crew management Maggie Kennedy added: "We think that your holiday should start as you arrive at the airport and board the aircraft, which is why we want to show the fun of flying through this experiment. Flying with us allows you to sit back, relax and disconnect from the every day before reaching a fantastic holiday destination. What can be better?"

Read also:  Thomas Cook makes combined marketing and senior comms role; hires PR agency

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