Case studies


The Challenge

To drive awareness of “TUI’s Big Feelings” creative route and generate bookings by creating an emotional connection between the target audience and the BIG feelings that come from fantastic holidays.

The Insight

We live in uncertain times…in fact, our future, our finances, our jobs – the political landscape has caused an abundance of uncertainty in the UK.

Our audience love to live their lives to the full, and escaping from the stresses of work and everything that’s going on in the world, is as important to them as it’s ever been.

As such, messaging that helps our audience escape, and daydream about the feelings that they’ll experience by going on a great holiday, will truly resonate with our audience at this time.

The idea

The key strategic driver with this campaign was to make our audience emotionally connect with the ‘Big Feelings’ message.

We aimed to influence them to daydream about their next holiday and make TUI the hero of that communication.

The campaign ran across four weeks of activity on Absolute, Kiss and The Hits in spotlight trails and live reads. Every Friday there was a competition winner announcement alongside socially amplified activity to drive traffic to online creative pages.



19M Campaign Reach

39K Competition Entries