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.