TUI UK’S LATEST CAMPAIGN USES AUTHENTIC STORY TELLING TO SHOW HOW THEY ‘PUT ‘U’ IN THE MIDDLE’
TUI UK’S LATEST CAMPAIGN USES AUTHENTIC STORY TELLING TO SHOW
HOW THEY ‘PUT ‘U’ IN THE MIDDLE’
- New 30 second TVC airing during prime Saturday and Sunday slots this weekend
- Suite of creative executions to target distinct audience segments
- Authentic stories bring to life how the brand ‘crosses the ‘T’s, dots the ‘I’s and puts ‘U’ in the middle’
7th November 2019. The UK’s biggest travel brand kicks off its latest multi-million-pound marketing campaign on prime Saturday and Sunday slots this weekend with a new 30 second commercial, one of four that audiences will see.
Telling the story of a big brother and little sister experiencing a jaw-dropping waterslide adventure, the aquatic themed ad highlights the endless family play time on offer at TUI resorts, calling out water parks and expert-run swimming lessons. Other creatives feature a grandmother and granddaughter closing the generation gap as they enjoy a range of experiences from cove swimming to hiking, a mixed gender couple sharing surprises in a sun soaked yoga lesson and a same sex couple discovering new skills in an authentic cooking class.
Created by VMLY&R and Forsman and Bodenfors, the campaign is a natural evolution of the ‘big feelings’ theme of last year. But rather than focusing on just one story, the creatives present a range of individual experiences, demonstrating how TUI ‘crosses the ‘T’s, dots the ‘I’s and puts ‘U’ in the middle’ for a variety of holidaymakers.
Katie McAlister, Chief Marketing Officer for TUI UK and Ireland explains: “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 stunning TUI Blue Saragerme Resort on the Turkish Aegean coast. They have a distinct look and feel, utilising the ‘TUI presents’ intro again, showcasing striking wide vistas with standout views and accentuating the brand’s key blue tones.
Toby Horry, Head of Brand and Content at TUI UK comments: “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.”
In addition to the four TVCs, a range of social cut downs have been created as well as a broader suite of stills that expand on proof points for families and adult only audiences from dining and kids’ clubs to expert-led excursions.
For more information contact the TUI Press Office on firstname.lastname@example.org.