Holiday giant rebrands Thomson to Tui

Thomson, tui, rebrand, branding, cruise, Marella, media, campaign, marketing

End of an era as Thomson brand, well known in UK, is killed off
Tui Group admits it faces a “mighty challenge” to protect digital sales in the UK, as the Thomson name there is officially ditched after 52 years.
Tui claims it will reach “nearly 100% of the UK population” with a new marketing campaign that includes TV, radio, digital and print. But Tui UK and Ireland marketing director Jeremy Ellis admitted the operator faced difficulties in retaining its online strength.
“Tui’s rebrand is one of the biggest migrations of an online brand in UK history,” he said, adding that “60% of Tui’s business is online”, and so “protecting the huge SEO equity from the old Thomson brand is a mighty challenge.”
However, Tui claims its own brand is already recognised by “over half the UK population” following a six-month awareness campaign.
Tui has also confirmed a sponsorship deal with Sky One to promote its rebrand and a “complete takeover” of the Gatwick shuttle.
Last week, the group revealed in a press release that it was rebranding its cruise line from Thomson Cruises to Marella Cruises. What was to be the Tui Explorer ship, arriving next year, will now be called Marella Explorer. Tui Discovery and Tui Discovery 2 meanwhile will become known as Marella Discovery and Marella Discovery 2.