{"id":6112,"date":"2021-10-20T08:19:34","date_gmt":"2021-10-20T08:19:34","guid":{"rendered":"https:\/\/developmentpath.co.uk\/tui\/press-prod\/?p=6112"},"modified":"2021-10-20T08:19:34","modified_gmt":"2021-10-20T08:19:34","slug":"tui-launches-live-happy-europe-wide-campaign-in-first-work-from-leo-burnett-london","status":"publish","type":"post","link":"https:\/\/www.tui.co.uk\/press\/tui-launches-live-happy-europe-wide-campaign-in-first-work-from-leo-burnett-london\/","title":{"rendered":"TUI LAUNCHES ‘LIVE HAPPY’ EUROPE-WIDE CAMPAIGN, IN FIRST WORK FROM LEO BURNETT LONDON"},"content":{"rendered":"

20th October 2021 –<\/strong>TUI\u2019s first major campaign since appointing creative agency Leo Burnett London earlier this year lands today, relaunching the brand with a fresh brand identity for the post-pandemic world against a backdrop of travel restrictions easing across Europe.<\/em><\/p>\n

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The Europe-wide campaign and platform, entitled \u2018Live Happy\u2019, showcases TUI\u2019s breadth of offer and shows how they \u2013 help create enriching moments that last a lifetime irrespective of who you are. The campaign kicks off with a 60\u201d film, produced by Forever and directed by Kinga Burza, which will premiere during Coronation Street on ITV, and takes us on a journey through a world of TUI experiences, from beach trips to exploring far flung islands by canoe and day trips around a Moroccan souk.<\/p>\n

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With this fresh and colourful take on what a new world of travel and holiday experiences can look like, TUI is looking to attract broader audiences who look for authentic local experiences on holiday, without alienating important package holiday buyers. The platform is designed to be a long-term campaign that will run for years, repositioning TUI as a modern, progressive travel company and demonstrating that TUI has the expertise, range and scale to create the perfect travel moment for anyone and everyone.<\/p>\n

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The wider campaign sees Publicis Groupe UK public relations agency MSL \u2013 handling UK PR and the internal roll-out \u2013 unite with Leo Burnett London. The fully-integrated campaign covers TV, VOD, Online Video, Radio, Social, Print, Owned Media, OOH\/DOOH, Digital, Retail Windows, CRM and will run across twenty-three European territories, including the UK.<\/p>\n

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Katie McAlister, Chief Marketing Officer, TUI, said<\/strong>: \u201cIt was important for us to show that TUI helps to create much more than beach and sun holidays – with us you can ski, spa, explore cities, and everything else in between. In the past people may have believed TUI didn\u2019t 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 \u201cjust a holiday\u201d. Ultimately, they enrich our lives for years to come \u2013 and it was this diversity of experience that we wanted to come across in the campaign.\u201d<\/p>\n

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On delivering the agency\u2019s first work for TUI since winning the account in January, Leo Burnett London\u2019s Chief Creative Officer Chaka Sobhani said:<\/strong> \u201cLive Happy is about the stuff that changes you and the way you see the world. The experiences that help you to reconnect with the people and places you love, to start new chapters and revisit old ones. The things you remember long after you get home. We wanted to create a new look and feel that puts the famous TUI smile at the heart of the campaign. A smile that represents expertise, fun, adventure, new possibilities and a whole lot of heart.\u201d<\/p>\n

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As part of the brand relaunch, Leo Burnett London revamped TUI\u2019s brand identity and brand world, influencing how the brand looks, speaks and feels for people across all touchpoints of the customer journey. The new brand identity, with a fresh tone of voice, will influence everything from advertising, co-branding with partners and tourist boards right through to in-flight and check-in experiences. The famous TUI smile has also been integrated into all visual brand assets to complete the makeover.<\/p>\n

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In developing the new identity, Leo Burnett London worked with Design Studio to bring in new typefaces, colour palette, typography, photography, illustration styles, animations and more to create a more authentic representation of the brand and the moments and experiences it creates for its customers.<\/p>\n

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Julien Queyrane, Creative Director of DesignStudio says:\u00a0<\/strong>\u201cDesignStudio\u00a0were brought in to help bring TUI\u2019s new purpose (\u201cTUI\u00a0creates\u00a0the\u00a0moments that make life richer\u201d) to life.\u00a0Collaborating with Leo Burnett\u00a0and using TUI\u2019s inherent positive energy as inspiration we\u00a0worked together to\u00a0reimagine their core assets; changing colours, typography, freshening up art direction and illustrations, even introducing motion and interaction around the TUI\u00a0smile across digital experiences. TUI\u2019s new brand is fun, flexible, digitally friendly and able to reach a much broader audience.\u201d<\/p>\n

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ENDS<\/strong><\/p>\n