Travel company Thomas Cook has begun a social media initiative called "Thomas Cook Kids First." The program, developed by Lola Social Marketing of Toronto, encourages Canadian consumers to contribute video reviews of participating hotels from the perspective of children and parents. The videos will be posted online at and various social media websites. Submitters will be entered into a draw for a family vacation. "Given the extent of influence kids have in planning a family vacation these days, we felt it important to get their buy in to the decision making process to ensure everyone in the household has an enjoyable holiday," said Jacqueline Grossman, retail marketing director at Thomas Cook. "By creating these video reviews, we can capture their experiences and share them through social media in a more authentic manner." The initiative is being supported with a marketing campaign including television and print advertising, as well as social media activities and public relations. The campaign, aimed primarily at mothers, was developed by VMC Media, Punch Canada, Cosmic and Corus Entertainment.