TUI is repositioning its brand: The world’s number one tourism group will launch its first international advertising campaign under one master brand in eight European markets. 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 all the way to sports and adventure travel offerings.
The creative 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 major European tour operator brands of TUI Group will be rebranded with the TUI master brand. The advertising campaign will create globally unified branding and strengthen the TUI 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 2016, followed by the Netherlands and France. From the end of December 2016, 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.