#TUIgrammers in Ibiza

International blogger trip supports TUI’s oneBrand strategy

Eight bloggers, five nationalities, one destination: TUI MAGIC LIFE Cala Pada in Ibiza. In the framework of an international blogger trip, selected #TUIgrammers once again set out to discover their smile with TUI. The result: eight happy travel bloggers and an enormous ‘social buzz’ on Facebook, Instagram, Twitter and numerous blogs. A project inspiring people to travel but also ensuring stronger international brand awareness among young target groups.

The idea behind the #TUIgrammers is simple: In the framework of TUI’s oneBrand strategy, all TUI brands will be rebranded to the TUI master brand by the end of the year. In order to also build a stronger awareness of the brand increasingly going international among a young target group, the #TUIgrammers pursue one goal – maximising awareness of the brand and product. And the plan is working: The last few #TUIgrammers trips had already created many contents for various online channels, including YouTube videos, Instagram stories, blogs and tweets – a digital bang for the TUI brand, the destination and the source markets represented through a blogger.

In the framework of the #TUIgrammers trip to Ibiza, influencers from Germany, Austria, Belgium, Ireland and the Netherlands spent two days last week to get to know the TUI brand and above all TUI MAGIC LIFE Cala Pada a great deal better. The club’s all-inclusive offering and TUI Destination Service’s excursion portfolio played a key role: Apart from sunrise yoga and a joint dinner at the speciality restaurant The Flavour, the programme also included a catamaran trip to S'Espalmador. These events were documented by the bloggers and subsequently shared with their communites with strong followings.

The feedback from the bloggers and the web suggests that the #TUIgrammers’ journey is not over yet: More and more influencers are seeking to be part of the project. At the same time, an increasing number of young people are being inspired to discover their smile with TUI. The Group is therefore planning to offer further blogger trips in cooperation with various source markets – to build an even stronger international brand awareness.


“As #TUIgrammers, we have jointly discovered Ibiza in the past few days. We had long days and short nights – but above all: an incredibly great time. We cannot remember the last time we laughed so much within such a short time.“ – Kathi and Romeo from @sommertageblog, Austria