TUI ‘Reunited’

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TUI Reunited website

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.

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