One Green Bean Becomes TUI UK's Communications Agency

TUI has appointed One Green Bean as its UK communications agency of record.

One Green Bean, a creative comms agency, will develop and deliver a refreshed consumer PR strategy for TUI, alongside the in-house team, with an emphasis on initiatives that reinforce the brand’s category leadership and highlight TUI’s outstanding value for customers. The agency remit will include the promotion of TUI’s 85+ destinations, which appeal to 6 million British holiday makers every year.

The national PR strategy delivered by One Green Bean will be supplemented with activity designed to connect with customers and colleagues locally; with over 300 travel agencies across the UK and flying from 21 airports, TUI offers the regions unbeatable accessibility to Europe and beyond.

The agency’s scope of work will include partnership amplification and sponsorship support, plus talent and influencer engagement. One Green Bean will also develop a complementary consumer PR strategy for TUI BLUE, the brand’s leading hotel lifestyle and experience-orientated holiday proposition, to drive brand awareness and increase consideration.

The agency team will work in close partnership with the TUI in-house team, developing earned-first creatively led campaigns together, designed to deliver big impact in both editorial and social channels.

Commenting on the appointment, Liz Edwards, director of communications at TUI said: “Our aim is to share inspiring and memorable stories to entertain, educate and make people smile. We want to drive a deeper connection through earned channels and highlight TUI’s commitment to providing the best service and holiday experiences. Throughout the pitch process, One Green Bean consistently demonstrated its deep expertise in the travel category. We’ve seen a lot of impressive work from The Beans over the years and they’re excellent at finding ways to break category conventions.”

Kat Thomas, founder and executive creative director of One Green Bean commented: “TUI means business when it comes to holidays, over 9000 people work hard to maintain the brand’s number one status. We felt a fantastic connection with the UK communications team from the word go and we’ve loved getting immersed in their ambitions for 2023 and beyond. They talk our language when it comes to industry defining creativity, that will deliver real world impact. I’m excited to kick off a relationship with such a clear sense of collaboration and ambition.”

TUI joins a number of clients that sit within One Green Bean’s Travel, Tourism and Transport team, which include Expedia, Hotels.com, Tourism Australia, Qatar Tourism, Visit Jersey and Virgin Voyages.