Joyful Campaign from TUI Has the Perfect Trip for Everyone

TUI’s first major campaign since appointing creative agency Leo Burnett London earlier this year lands today, relaunching the brand with a fresh brand identity for the post-pandemic world against a backdrop of travel restrictions easing across Europe.

The Europe-wide campaign and platform, entitled ‘Live Happy’, showcases TUI’s breadth of offer and shows how they – help create enriching moments that last a lifetime irrespective of who you are. The campaign kicks off with a 60” film, produced by Forever and directed by Kinga Burza, which will premiere during Coronation Street on ITV, and takes us on a journey through a world of TUI experiences, from beach trips to exploring far flung islands by canoe and day trips around a Moroccan souk.

With this fresh and colourful take on what a new world of travel and holiday experiences can look like, TUI is looking to attract broader audiences who look for authentic local experiences on holiday, without alienating important package holiday buyers. The platform is designed to be a long-term campaign that will run for years, repositioning TUI as a modern, progressive travel company and demonstrating that TUI has the expertise, range and scale to create the perfect travel moment for anyone and everyone.

The wider campaign sees Publicis Groupe UK public relations agency MSL – handling UK PR and the internal roll-out – unite with Leo Burnett London. The fully-integrated campaign covers TV, VOD, Online Video, Radio, Social, Print, Owned Media, OOH/DOOH, Digital, Retail Windows, CRM and will run across twenty-three European territories, including the UK.

Katie McAlister, chief marketing officer, TUI, said: “It was important for us to show that TUI helps to create much more than beach and sun holidays - with us you can ski, spa, explore cities, and everything else in between. In the past people may have believed TUI didn’t have the type of holiday they wanted to experience and Leo Burnett has helped bring to life our perspective on travel: that holidays are so much more than “just a holiday”. Ultimately, they enrich our lives for years to come – and it was this diversity of experience that we wanted to come across in the campaign.”

On delivering the agency’s first work for TUI since winning the account in January, Leo Burnett London’s chief creative officer Chaka Sobhani said: “Live Happy is about the stuff that changes you and the way you see the world. The experiences that help you to reconnect with the people and places you love, to start new chapters and revisit old ones. The things you remember long after you get home. We wanted to create a new look and feel that puts the famous TUI smile at the heart of the campaign. A smile that represents expertise, fun, adventure, new possibilities and a whole lot of heart.”

As part of the brand relaunch, Leo Burnett London revamped TUI’s brand identity and brand world, influencing how the brand looks, speaks and feels for people across all touchpoints of the customer journey. The new brand identity, with a fresh tone of voice, will influence everything from advertising, co-branding with partners and tourist boards right through to in-flight and check-in experiences. The famous TUI smile has also been integrated into all visual brand assets to complete the makeover.

In developing the new identity, Leo Burnett London worked with Design Studio to bring in new typefaces, colour palette, typography, photography, illustration styles, animations and more to create a more authentic representation of the brand and the moments and experiences it creates for its customers.