Tui’s new multi-million pound TV advertising campaign marking the start of the second year since its rebrand from Thomson aims to highlight the emotional benefits of a holiday.

The new 60 second ad, to be aired during X Factor this Saturday (October 13), features Tui’s resort staff at its Sensatori Fethiye in Dalman, Turkey.

It will be followed by shorter 20 second edits of the ad later in the campaign and aims to reach 98% of ABC1 adults between now and June. Supporting point-of-sale material for Tui’s high-street travel agents at the turn-of-year.

It represents a shift in approach from the first campaign a year ago, which focused on building awareness of the Tui name after the company-wide rebrand.

Spontaneous awareness of the Tui name has increased from 4% when the rebrand was announced last year to around 40% now – the same level Thomson previously enjoyed.

The new ad aims to build on this success, maintaining awareness of the Tui name and “getting people to love it”, according to chief marketing officer of Tui UK Katie McAlister.

It tells the story of a mother and her moody daughter ‘reconnecting’ on holiday.  By the end the pair are having fun spending time together. It features dancing and uses a new, upbeat soundtrack, Someday by The Strokes.

It also continues the company’s  ‘cross the ‘T’s, dot the ‘I’s, and put ‘U’ in the middle’ pledge, one of the key planks of 2017’s campaign.

The ad has been created by YMLY&R and directed by Simon Cahn, who was behind campaigns for the likes of clothing brands ASOS and Carhatt.

McAlister said: “This year we have moved on to you going on a Tui holiday and how it facilitates an emotional outcome. The mother and daughter find an emotional connection – we hope this will resonate with most people in the UK. Overall this is about the emotional benefits of a holiday.”

From January there will be more tactical, price-led promotions as part of an integrated campaign across its website and shops.

“From January, the shops will play a key role,” added McAlister.