Thomas Cook has launched a national advertising campaign and swiped up to £170 off holidays

Thomas Cook is trying to recover from a 30% drop in bookings sparked its latest financial crisis.

The travel giant has placed adverts in every national daily newspaper today and tomorrow.

The adverts - 70% of which cover an entire page - attempt to reassure the customer that it's safe to book with Thomas Cook.

Running with the slogan:  "We've delivered great value for 170 years. 2012 will be no different" the ads feature the ATOL logo in a prominent position.

Thomas Cook has been offering £170 off summer 2012 holidays costing at least £1,200 since Saturday. It is also offering £150 off December winter sun packages, based on a minimum spend, for bookings made online by December 5 and £75 per person off ski bookings made online.

Also included in the newspaper adverts is a letter from Thomas Cook Group chief executive Sam Weihagen thanking customers for their "extraordinary support" and attempting to reassure them the company is solid.

The letter, which is included on the Thomas Cook website, says: " Thomas Cook today is an even stronger and more confident company. You can be sure that your holiday really is in safe hands with us and so, we look forward to welcoming you to one of our stores, our websites, onboard our aircraft and into one of our many thousands of resorts worldwide very soon."

A spokesman today confirmed that the company would provide an update of its business review during the delayed announcement of its preliminary financial results during the week beginning December 12.

By Linsey McNeill