TUI launches second phase of rebranding campaign
TUI UK and Ireland will launch the second stage of its rebranding marketing campaign this weekend.
The campaign will kick off with a new TV advert due to be aired during ITV’s X-Factor this Saturday.
Chief marketing officer Katie McAlister, who took on the role in June, said it would continue the success of last year’s rebranding efforts.
She said last year’s campaign, which featured a woman on the ‘perfect’ holiday singing Chaka Khan’s Ain’t Nobody Loves You Better, had achieved TUI’s targets.
"We measure brand awareness by surveying customers and seeing if they spontaneously respond to brands," she explained.
"When we first launched TUI in the UK it achieved 4% spontaneous brand response and our goal was to get this up to 40%. We achieved that goal."
McAlister said the mass media campaign, which represented the biggest ever marketing spend for the group, had helped the TUI brand achieve the same level of spontaneous brand response as Thomson.
This year’s spend is less than 2017, but still higher than the previous year, she added.
The campaign has been designed to focus firmly on the ‘big feelings’ that are unleashed on holiday.
"As we move into year two as TUI UK, we now want to build emotional connections and bring to life the big feelings we create for our guests," said McAlister.
The TV advert, filmed at TUI SENSATORI Fethiye in Dalman, Turkey over four days in July, follows a mother and moody teenage daughter as they unwind, spend time together, and re-unite.
"We chose the mother and daughter storyline because it’s a pure story of a connection between two people. It’s highly relevant in terms of the new family structure and is part of it being memorable," she said.
Running into the peak booking season, the campaign will develop to feature other scenarios.
Last year’s advert was criticised by marketing experts for being cheesy, with poor singing and dancing.
This year’s ad continues the singing and dancing theme but the soundtrack, Someday by the Strokes, is original.
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Phocuswright reveals the world's largest travel markets in volume in 2025
Higher departure tax and visa cost, e-arrival card: Japan unleashes the fiscal weapon against tourists
Cyclone in Sri Lanka had limited effect on tourism in contrary to media reports
Singapore to forbid entry to undesirable travelers with new no-boarding directive
Euromonitor International unveils world’s top 100 city destinations for 2025