TUI repositions as “holiday designer”

Stockholm-based agency creates Europe-wide ad campaign
TUI says it is repositioning its brand and will soon be launching its first international advertising campaign under a single master brand in eight European markets, including the Nordics.
It comprises TV, digital, print and out-of-home advertising, featuring people of all age groups in many different holiday situations – from wellness holidays on the beach, via trips for families or couples, to sports and adventure travel.
TUI says its approach is based on global travel and lifestyle trends. Its focus is on customers’ individual holiday experiences, highlighted by Stockholm-based agency Forsman & Bodenfors using imagery from the world of fashion.
“The cross-media, international fashion and lifestyle approach is a completely new approach for the tourism sector. It will support us in positioning ourselves as a flexible, individual holiday designer,” said Barbara Haase, chief creative officer at TUI Group.
“Through our oneBrand strategy, we underpin the international positioning of the TUI brand. This joint campaign is a key element of our strategy, and the market research results are proving us right.”
By 2017, all of TUI Group’s European tour operator brands will have the master brand. All eight national markets rebranded as TUI in 2016 will take part in the campaign.
It will be launched in Belgium in October, in Sweden, Finland, Denmark and Norway in November, followed by the Netherlands and France. From the end of December it will also be launched in Germany. In the UK and Ireland, brand migration from Thomson to TUI will not take place until next year.
TTG Nordic