TUI has relaunched the brand with a fresh identity as post-Covid travel gets back on track across Europe.
It is the first major campaign since TUI appointed creative agency Leo Burnett London.
The Europe-wide campaign and platform, entitled ‘Live Happy’, showcases TUI’s breadth of offers.
The campaign kicks off with a 60" film, produced by Forever and directed by Kinga Burza, and premieres during the Coronation Street ad break on ITV.
It focuses on TUI experiences, from beach trips to far flung islands by canoe and day trips around a Moroccan souk.
TUI says it is looking to attract broader audiences keen on authentic local experiences on holiday.
The platform is designed to be a long-term campaign that will run for years, repositioning TUI as a modern travel company.
The fully-integrated campaign covers TV, online video, radio, social, print and will run across 23 European territories, including the UK.
Katie McAlister, chief marketing officer, TUI, said: "It was important for us to show that TUI helps to create much more than beach and sun. 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."
