TUI unveils new multi-million pound ad campaign
TUI will launch its latest multi-million pound marketing campaign on Saturday with one of four ads to be used in the coming months.
The first ad features a big brother and little sister enjoying a water slide to highlight the family play time on offer at TUI resorts.
The 30-second TV commercial will be aired during prime slots on Saturday and Sunday, said TUI.
Other creatives feature a grandmother and granddaughter swimming and hiking together, a mixed gender couple sharing a yoga class and a same-sex couple cooking together.
TUI UK and Ireland chief marketing officer Katie McAlister said: "Just two years after we coined the phrase, we are now known as the brand that ”crosses the ‘T’s, dots the ‘I’s and puts ‘U’ in the middle,’ and the new campaign spells out just what that means from a range of customer’s perspectives.
"We know one size does not fit all when it comes to holidays and everyone wants a travel adventure that’s tailored to them.~ Be that splash parks and swimming lessons for families, adult only hotels with spas, yoga and fine dining or getting stuck in to local culture for anyone curious to learn new things.
"Whatever the adventure, we take care of all the little details so our guests can focus on enjoying themselves."
The ads were shot at the TUI Blue Saragerme Resort on the Turkish Aegean coast where the TUI Blue hotel brand was re-launched to TUI staff and partners last month.
Head of brand and content at TUI UK Toby Horry said: "The last two years have seen us develop a number of brand codes such as the TUI smile, our end-line and distinctive blue tones.
"This year we’ve tightened that up even further to increase our visual cohesiveness and to drive better brand alignment across the Group".
"Our characters were cast to be authentic, modern and relevant – be that a grandmother and her granddaughter, a couple doing a yoga class or a couple trying a bakery class together. The sound track, Yellow Sun, by Crystal Fighters, brings a real energy to the ads and the media plan sees us use a mix of channels from broadcast to more addressable options with commercial measuring incorporated as we move into New Year."
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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