TUI, the UK’s largest travel operator, has been working to bring a number of its travel brands under one title. And while Thomson Holidays was officially acquired in 2000, the Thomson brands especially long heritage and pre-eminent position in the UK travel market meant that still in 2017, it was yet to make the switch. Posed with the task to lead a marketing communications strategy and creative that could smoothly transition the official Thomson name change Y&R London needed to develop a campaign that could both reassure loyal Thomson customers and signal the promise of new life and new energy from TUI.

While the brand name might have changed, the relentless focus on the customer was still what defined TUI’s offering: going the extra mile to design and then expertly deliver brilliant holiday experiences. Bringing the new brand name front and centre of our campaign, we playfully defined this as “crossing the ‘T’s, dotting the ‘I’s and putting ‘U’ in the middle”.

Our creative approach was to bring this brand truth to life with the scale and style befitting such a significant launch in the UK travel market. Conjuring TUI customers’ holidays as the biggest show of the year and making them the stars of their very own magical holiday experience, the TVC is all singing and dancing and soundtracked by a reimagined ‘Ain’t Nobody Loves You Better’.

The campaign launched across social, digital display, print and TV on October 19 with a planned reach for 63% of the UK within a fortnight.

Official results soon to follow.

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