Building on its hugely successful re-brand last year, TUI UK’s latest marketing campaign kicks off with a new TV ad premiering during X-Factor on Saturday 13th October.
Continuing the theme of ‘big feelings, made by TUI’ the 60 second TVC created by Y&R London (now VMLY&R) is an evolution of the re-brand campaign and maintains the TUI promise to ‘cross the ‘T’s, dot the ‘I’s and put ‘U’ in the middle’. However, the new creative takes a more personal approach with the focus firmly on the ‘big feelings’ that are unleashed on holiday.
Katie McAlister, Chief Marketing Officer for TUI UK and Ireland explains:
“The rebrand campaign delivered in terms of building brand awareness. People know the TUI name, recognise our commitment to personal service and our promise to ‘put U in the middle’. 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”.
She continues: ‘The 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’s the story we’re telling, following a mother and moody teenage daughter as they unwind, spend time together, re-unite and re-discover the joy of being together”.
Directed by Simon Cahn, the Frenchman behind campaigns for the likes of ASOS and Carhartt, the simple narrative shows mum and disconnected daughter gradually ‘reunite’ 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’s company and finally re-connect.
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’s campaign. The film once again opens with the ‘TUI presents’ strapline, TUI staff still feature prominently and there’s still dancing. Working with award winning choreographer Supple Nam, the dance moves show how the mother and daughter’s relationship changes, progressing from dragging feet to total synchronisation. The soundtrack, however, is new, featuring the recognisably upbeat track Someday by the Strokes.
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.
Justyna Hodun, Communications Planning Manager at Mediacom comments: “Planning a year two brand campaign has its challenges. Last year our absolute priority was breadth and scale of reach – we needed to cement the TUI name in people’s minds, which we did. This 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”.
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.
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