Tui seeks to reposition with Europe-wide brand campaign


Tui has launched its first main marketing campaign since appointing inventive company Leo Burnett London.

The work will relaunch the model with a contemporary model id for the post-pandemic world in opposition to a backdrop of journey restrictions easing throughout Europe.

The Europe-wide marketing campaign and platform, entitled ‘Live Happy,’ showcases the breadth of the Tui supply.

The marketing campaign kicks off with a 60-second movie, produced by Forever and directed by Kinga Burza, which can premiere throughout Coronation Street on ITV.

It takes viewers on a journey by way of a world of TUI experiences, from seashore journeys to exploring faraway islands by canoe and day journeys round a Moroccan souk.

With this contemporary and vibrant tackle what a brand new world of journey and vacation experiences can appear like, TUI is seeking to entice broader audiences who search for genuine native experiences on vacation, with out alienating essential bundle vacation patrons.

The platform is designed to be a long-term marketing campaign that can run for years, repositioning TUI as a contemporary, progressive journey firm and demonstrating that TUI has the experience, vary and scale to create the right journey second for anybody and everybody.

Katie McAlister, chief advertising and marketing officer, Tui, mentioned: “It was essential for us to point out that TUI helps to create rather more than seashore and solar holidays – with us you’ll be able to ski, spa, discover cities, and every little thing else in between.

“In the past people may have believed Tui didn’t have the type of holiday they wanted to experience and Leo Burnett has helped bring to life our perspective on travel: that holidays are so much more than “just a holiday”.

“Ultimately, they enrich our lives for years to come – and it was this diversity of experience that we wanted to come across in the campaign.”



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