{"id":4394,"date":"2018-10-10T15:12:51","date_gmt":"2018-10-10T15:12:51","guid":{"rendered":"https:\/\/www.tui.co.uk\/press\/?p=4394"},"modified":"2018-10-10T15:12:51","modified_gmt":"2018-10-10T15:12:51","slug":"new-tui-tv-ad-kicks-off-year-two-marketing-campaign-for-worlds-leading-travel-brand","status":"publish","type":"post","link":"https:\/\/www.tui.co.uk\/press\/new-tui-tv-ad-kicks-off-year-two-marketing-campaign-for-worlds-leading-travel-brand\/","title":{"rendered":"NEW TUI TV AD KICKS OFF \u2018YEAR TWO\u2019 MARKETING CAMPAIGN FOR WORLD\u2019S LEADING TRAVEL BRAND"},"content":{"rendered":"<ul>\n<li>New 60 second TVC airing during X Factor kicks off campaign that will reach 98% of ABC1 adults<\/li>\n<li>Personal and emotive story focused around the \u2018big feelings\u2019 unlocked on holiday<\/li>\n<li>Maintains TUI promise to \u2018cross the \u2018T\u2019s, dot the \u2018I\u2019s and put \u2018U\u2019 in the middle\u2019<\/li>\n<\/ul>\n<p><strong>10<sup>th<\/sup> October 2018 &#8211;\u00a0<\/strong>Building on its hugely successful re-brand last year, TUI UK\u2019s latest marketing campaign kicks off with a new TV ad premiering during X-Factor on Saturday 13<sup>th<\/sup> October.<\/p>\n<p>Continuing the theme of \u2018big feelings, made by TUI\u2019 the 60 second TVC created by Y&amp;R London (now VMLY&amp;R) is an evolution of the re-brand campaign and maintains the TUI promise to \u2018cross the \u2018T\u2019s, dot the \u2018I\u2019s and put \u2018U\u2019 in the middle\u2019. However, the new creative takes a more personal approach with the focus firmly on the \u2018big feelings\u2019 that are unleashed on holiday.<\/p>\n<p><strong>Katie McAlister, Chief Marketing Officer for TUI UK and Ireland explains:<\/strong><\/p>\n<p>\u201cThe rebrand campaign delivered in terms of building brand awareness. People know the TUI name, recognise our commitment to personal service and our promise to \u2018put U in the middle\u2019. 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\u201d.<\/p>\n<p><strong>She continues<\/strong>: \u2018The new ad takes people on more of a personal emotional journey. Holidays are a time when we remove ourselves from our everyday lives, relax, rejuvenate and most importantly re-connect. That\u2019s the story we\u2019re telling, following a mother and moody teenage daughter as they unwind, spend time together, re-unite and re-discover the joy of being together\u201d.<\/p>\n<p>Directed by Simon Cahn, the Frenchman behind campaigns for the likes of ASOS and Carhartt, the simple narrative shows mum and disconnected daughter gradually \u2018reunite\u2019 whilst on holiday. At the outset the daughter is an archetypal grumpy teen, trailing reluctantly behind and not wanting to interact or hang out with her mum. As they spend more time together the grumpiness gradually lifts, they grow closer, begin to have fun, enjoy each other\u2019s company and finally re-connect.<\/p>\n<p>Filmed on location at TUI SENSATORI Fethiye in Dalman, Turkey over four days in July 2018, there are some connecting threads that make it clear the new ad is an evolution from last year\u2019s campaign.\u00a0\u00a0 The film once again opens with the \u2018TUI presents\u2019 strapline, TUI staff still feature prominently and there\u2019s still dancing. Working with award winning choreographer Supple Nam, the dance moves show how the mother and daughter\u2019s relationship changes, progressing from dragging feet to total synchronisation. The soundtrack, however, is new, featuring the recognisably upbeat track Someday by the Strokes.<\/p>\n<p>A multi-channel integrated media plan developed and executed by Mediacom will also utilise digital, social, OOO, press and radio to support the brand story and deliver tactical messaging. A high impact PR campaign is also in development.<\/p>\n<p>Justyna Hodun, Communications Planning Manager at Mediacom comments: \u201cPlanning a year two brand campaign has its challenges.\u00a0\u00a0Last year our absolute priority was breadth and scale of reach \u2013 we needed to cement the TUI name in people\u2019s minds, which we did.\u00a0\u00a0This year our focus is on building on the successful launch and further driving brand awareness and consideration. The plan is therefore designed to deliver the big brand messages to a mass audience via highest reaching media channels, but also to show the depth and breadth of the TUI offering we have built in additional layers to serve relevant tactical messaging to specific audience segments via channels like Finecast VOD and bespoke digital audio\u201d.<\/p>\n<p>As well as the core creative a series of bespoke 20 second edits have been produced for tactical targeting later in the campaign. Representing a multi-million pound investment the campaign will reach 98% of ABC1 adults between October and June.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>New 60 second TVC airing during X Factor kicks off campaign that will reach 98% of ABC1 adults Personal and emotive story focused around the \u2018big feelings\u2019 unlocked on holiday Maintains TUI promise to \u2018cross the \u2018T\u2019s, dot the \u2018I\u2019s and put \u2018U\u2019 in the middle\u2019 10th October 2018 &#8211;\u00a0Building on its hugely successful re-brand [&hellip;]<\/p>\n","protected":false},"author":58,"featured_media":4396,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[3],"tags":[],"class_list":["post-4394","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>NEW TUI TV AD KICKS OFF \u2018YEAR TWO\u2019 MARKETING CAMPAIGN FOR WORLD\u2019S LEADING TRAVEL BRAND | TUI UK Media Centre<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.tui.co.uk\/press\/new-tui-tv-ad-kicks-off-year-two-marketing-campaign-for-worlds-leading-travel-brand\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"NEW TUI TV AD KICKS OFF \u2018YEAR TWO\u2019 MARKETING CAMPAIGN FOR WORLD\u2019S LEADING TRAVEL BRAND | TUI UK Media Centre\" \/>\n<meta property=\"og:description\" content=\"New 60 second TVC airing during X Factor kicks off campaign that will reach 98% of ABC1 adults Personal and emotive story focused around the \u2018big feelings\u2019 unlocked on holiday Maintains TUI promise to \u2018cross the \u2018T\u2019s, dot the \u2018I\u2019s and put \u2018U\u2019 in the middle\u2019 10th October 2018 &#8211;\u00a0Building on its hugely successful re-brand [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.tui.co.uk\/press\/new-tui-tv-ad-kicks-off-year-two-marketing-campaign-for-worlds-leading-travel-brand\/\" \/>\n<meta property=\"og:site_name\" content=\"TUI UK Newsroom\" \/>\n<meta property=\"article:published_time\" content=\"2018-10-10T15:12:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.tui.co.uk\/press\/wp-content\/uploads\/2018\/10\/H115723_P144339_TUI_HP_LAYOUT_Landscape_V13_01-1024x688.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"688\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Louise Wiseman\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Louise Wiseman\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.tui.co.uk\/press\/new-tui-tv-ad-kicks-off-year-two-marketing-campaign-for-worlds-leading-travel-brand\/\",\"url\":\"https:\/\/www.tui.co.uk\/press\/new-tui-tv-ad-kicks-off-year-two-marketing-campaign-for-worlds-leading-travel-brand\/\",\"name\":\"NEW TUI TV AD KICKS OFF \u2018YEAR TWO\u2019 MARKETING CAMPAIGN FOR WORLD\u2019S LEADING TRAVEL BRAND | TUI UK Media Centre\",\"isPartOf\":{\"@id\":\"https:\/\/www.tui.co.uk\/press\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.tui.co.uk\/press\/new-tui-tv-ad-kicks-off-year-two-marketing-campaign-for-worlds-leading-travel-brand\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.tui.co.uk\/press\/new-tui-tv-ad-kicks-off-year-two-marketing-campaign-for-worlds-leading-travel-brand\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.tui.co.uk\/press\/wp-content\/uploads\/2018\/10\/H115723_P144339_TUI_HP_LAYOUT_Landscape_V13_01.jpg\",\"datePublished\":\"2018-10-10T15:12:51+00:00\",\"author\":{\"@id\":\"https:\/\/www.tui.co.uk\/press\/#\/schema\/person\/9e8d733564656cac2f5d6c6a165faa14\"},\"breadcrumb\":{\"@id\":\"https:\/\/www.tui.co.uk\/press\/new-tui-tv-ad-kicks-off-year-two-marketing-campaign-for-worlds-leading-travel-brand\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.tui.co.uk\/press\/new-tui-tv-ad-kicks-off-year-two-marketing-campaign-for-worlds-leading-travel-brand\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.tui.co.uk\/press\/new-tui-tv-ad-kicks-off-year-two-marketing-campaign-for-worlds-leading-travel-brand\/#primaryimage\",\"url\":\"https:\/\/www.tui.co.uk\/press\/wp-content\/uploads\/2018\/10\/H115723_P144339_TUI_HP_LAYOUT_Landscape_V13_01.jpg\",\"contentUrl\":\"https:\/\/www.tui.co.uk\/press\/wp-content\/uploads\/2018\/10\/H115723_P144339_TUI_HP_LAYOUT_Landscape_V13_01.jpg\",\"width\":2638,\"height\":1772},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.tui.co.uk\/press\/new-tui-tv-ad-kicks-off-year-two-marketing-campaign-for-worlds-leading-travel-brand\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.tui.co.uk\/press\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"NEW TUI TV AD KICKS OFF \u2018YEAR TWO\u2019 MARKETING CAMPAIGN FOR WORLD\u2019S LEADING TRAVEL BRAND\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.tui.co.uk\/press\/#website\",\"url\":\"https:\/\/www.tui.co.uk\/press\/\",\"name\":\"TUI UK Newsroom\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.tui.co.uk\/press\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.tui.co.uk\/press\/#\/schema\/person\/9e8d733564656cac2f5d6c6a165faa14\",\"name\":\"Louise Wiseman\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.tui.co.uk\/press\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/9eeb953948153d91a8f53e5a7cd41ea2ce5f23f8e9b2ac80dbd114c7f0c4100a?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/9eeb953948153d91a8f53e5a7cd41ea2ce5f23f8e9b2ac80dbd114c7f0c4100a?s=96&d=mm&r=g\",\"caption\":\"Louise Wiseman\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"NEW TUI TV AD KICKS OFF \u2018YEAR TWO\u2019 MARKETING CAMPAIGN FOR WORLD\u2019S LEADING TRAVEL BRAND | TUI UK Media Centre","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.tui.co.uk\/press\/new-tui-tv-ad-kicks-off-year-two-marketing-campaign-for-worlds-leading-travel-brand\/","og_locale":"en_GB","og_type":"article","og_title":"NEW TUI TV AD KICKS OFF \u2018YEAR TWO\u2019 MARKETING CAMPAIGN FOR WORLD\u2019S LEADING TRAVEL BRAND | TUI UK Media Centre","og_description":"New 60 second TVC airing during X Factor kicks off campaign that will reach 98% of ABC1 adults Personal and emotive story focused around the \u2018big feelings\u2019 unlocked on holiday Maintains TUI promise to \u2018cross the \u2018T\u2019s, dot the \u2018I\u2019s and put \u2018U\u2019 in the middle\u2019 10th October 2018 &#8211;\u00a0Building on its hugely successful re-brand [&hellip;]","og_url":"https:\/\/www.tui.co.uk\/press\/new-tui-tv-ad-kicks-off-year-two-marketing-campaign-for-worlds-leading-travel-brand\/","og_site_name":"TUI UK Newsroom","article_published_time":"2018-10-10T15:12:51+00:00","og_image":[{"width":1024,"height":688,"url":"https:\/\/www.tui.co.uk\/press\/wp-content\/uploads\/2018\/10\/H115723_P144339_TUI_HP_LAYOUT_Landscape_V13_01-1024x688.jpg","type":"image\/jpeg"}],"author":"Louise Wiseman","twitter_misc":{"Written by":"Louise Wiseman","Estimated reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.tui.co.uk\/press\/new-tui-tv-ad-kicks-off-year-two-marketing-campaign-for-worlds-leading-travel-brand\/","url":"https:\/\/www.tui.co.uk\/press\/new-tui-tv-ad-kicks-off-year-two-marketing-campaign-for-worlds-leading-travel-brand\/","name":"NEW TUI TV AD KICKS OFF \u2018YEAR TWO\u2019 MARKETING CAMPAIGN FOR WORLD\u2019S LEADING TRAVEL BRAND | TUI UK Media Centre","isPartOf":{"@id":"https:\/\/www.tui.co.uk\/press\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.tui.co.uk\/press\/new-tui-tv-ad-kicks-off-year-two-marketing-campaign-for-worlds-leading-travel-brand\/#primaryimage"},"image":{"@id":"https:\/\/www.tui.co.uk\/press\/new-tui-tv-ad-kicks-off-year-two-marketing-campaign-for-worlds-leading-travel-brand\/#primaryimage"},"thumbnailUrl":"https:\/\/www.tui.co.uk\/press\/wp-content\/uploads\/2018\/10\/H115723_P144339_TUI_HP_LAYOUT_Landscape_V13_01.jpg","datePublished":"2018-10-10T15:12:51+00:00","author":{"@id":"https:\/\/www.tui.co.uk\/press\/#\/schema\/person\/9e8d733564656cac2f5d6c6a165faa14"},"breadcrumb":{"@id":"https:\/\/www.tui.co.uk\/press\/new-tui-tv-ad-kicks-off-year-two-marketing-campaign-for-worlds-leading-travel-brand\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.tui.co.uk\/press\/new-tui-tv-ad-kicks-off-year-two-marketing-campaign-for-worlds-leading-travel-brand\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.tui.co.uk\/press\/new-tui-tv-ad-kicks-off-year-two-marketing-campaign-for-worlds-leading-travel-brand\/#primaryimage","url":"https:\/\/www.tui.co.uk\/press\/wp-content\/uploads\/2018\/10\/H115723_P144339_TUI_HP_LAYOUT_Landscape_V13_01.jpg","contentUrl":"https:\/\/www.tui.co.uk\/press\/wp-content\/uploads\/2018\/10\/H115723_P144339_TUI_HP_LAYOUT_Landscape_V13_01.jpg","width":2638,"height":1772},{"@type":"BreadcrumbList","@id":"https:\/\/www.tui.co.uk\/press\/new-tui-tv-ad-kicks-off-year-two-marketing-campaign-for-worlds-leading-travel-brand\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.tui.co.uk\/press\/"},{"@type":"ListItem","position":2,"name":"NEW TUI TV AD KICKS OFF \u2018YEAR TWO\u2019 MARKETING CAMPAIGN FOR WORLD\u2019S LEADING TRAVEL BRAND"}]},{"@type":"WebSite","@id":"https:\/\/www.tui.co.uk\/press\/#website","url":"https:\/\/www.tui.co.uk\/press\/","name":"TUI UK Newsroom","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.tui.co.uk\/press\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Person","@id":"https:\/\/www.tui.co.uk\/press\/#\/schema\/person\/9e8d733564656cac2f5d6c6a165faa14","name":"Louise Wiseman","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.tui.co.uk\/press\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/9eeb953948153d91a8f53e5a7cd41ea2ce5f23f8e9b2ac80dbd114c7f0c4100a?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/9eeb953948153d91a8f53e5a7cd41ea2ce5f23f8e9b2ac80dbd114c7f0c4100a?s=96&d=mm&r=g","caption":"Louise Wiseman"}}]}},"_links":{"self":[{"href":"https:\/\/www.tui.co.uk\/press\/wp-json\/wp\/v2\/posts\/4394","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tui.co.uk\/press\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tui.co.uk\/press\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tui.co.uk\/press\/wp-json\/wp\/v2\/users\/58"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tui.co.uk\/press\/wp-json\/wp\/v2\/comments?post=4394"}],"version-history":[{"count":4,"href":"https:\/\/www.tui.co.uk\/press\/wp-json\/wp\/v2\/posts\/4394\/revisions"}],"predecessor-version":[{"id":4399,"href":"https:\/\/www.tui.co.uk\/press\/wp-json\/wp\/v2\/posts\/4394\/revisions\/4399"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tui.co.uk\/press\/wp-json\/wp\/v2\/media\/4396"}],"wp:attachment":[{"href":"https:\/\/www.tui.co.uk\/press\/wp-json\/wp\/v2\/media?parent=4394"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tui.co.uk\/press\/wp-json\/wp\/v2\/categories?post=4394"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tui.co.uk\/press\/wp-json\/wp\/v2\/tags?post=4394"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}