TUI’s latest campaign will premiere tonight during the 7.30pm Coronation Street ad break – but you can see a sneak preview here.
The Europe-wide campaign and platform, entitled ‘Live Happy’, kicks off with a 60-second film, taking viewers 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.
TUI said the new campaign is ‘looking to attract broader audiences who look for authentic local experiences on holiday, without alienating important package holiday buyers’.
According to the blurb: “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.”
Chief Marketing Officer Katie McAlister added: “It 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’t have the type of holiday they wanted to experience and [creative agency] Leo Burnett has helped bring to life our perspective on travel: that holidays are so much more than ‘just a holiday’.
“Ultimately, they enrich our lives for years to come – and it was this diversity of experience that we wanted to come across in the campaign.”