Anyone remember what happend when Thomas Cook tried rebranding itself as JMC
To be fair it didn't. They created a seperate brand JMC to focus on the tour operator side of the business and created an in house airline JMCair by merging i believe Flying Colours and Caledonian. The brand was actually well recieved by the British public and knew it was associated with the long standing trusted brand Thomas Cook. Thomas Cook decided to streamline the business and put emphasis again on its Thomas Cook brand and heritage in around 2003. They rebranded the airline as we know to Thomas Cook Airlines and phased out the JMC holiday brand by the late 2000s.