Tui unveils debut Europe-wide campaign under master brand [Video]

Tui unveils debut Europe-wide campaign under master brand [Video]

A multi-channel advertising push is to break across eight European countries supporting the repositioning of individual brands under the Tui umbrella.

All national markets rebranded as Tui this year will take part in the campaign.

However, the brand migration from Thomson to Tui will not take place until next year in the UK and Ireland.

The TV, digital, print and out of home advertising will target Belgium this month, followed by Sweden, Finland, Denmark and Norway in November and then Netherlands and France.

It will also be appear in Germany from the end of December.

The advertising campaign will create globally unified branding and strengthen the Tui masterbrand.

The adverts feature people of all age groups in different holiday situations – from wellness holidays on the beach via trips for families or couples to sports and adventure travel.

The creative approach is based on global travel and lifestyle trends with a focus on customers’ individual holiday experiences.

Tui Group chief creative officer Barbara Haase said: "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.

“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.”

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