A new Tui UK TV advert shot in Crete is to break later today to coincide with the government relaxing international travel restrictions.

Using the tagline ‘Welcome back to looking forward’, the ad aims to inspire and remind viewers of holiday destinations ahead of the operator resuming trips from July 11.

An overall multimillion-pound advertising push will span multiple channels between July and September, aiming to reach 96% of ABC1 adults.

Around half of the budget has been allocated to TV. The campaign will also be supported in Tui’s travel shops and across all of the brand’s owned channels.

Chief marketing officer Katie McAlister said: “It’s great to see Tui on TV again. Our ad sums up the joy of a summer holiday in just 30 seconds and delivers a crystal-clear message – we’re ready and excited to welcome customers back.

“We’re aiming to build confidence and stimulate the market following what has been a truly extraordinary few months. We recognise that people have different attitudes to travel and this is an invitation to everyone who might be looking forward to booking a holiday, whether that be now or in the future. 

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“We’ve used inspiring and nostalgic imagery to bring to life that wonderful feeling you get when on holiday – from the sand between your toes, to a dip in the pool, carefree fun and getting back to what really matters.

“Focused on reaching our heartland audiences of couples and families, the creative follows the journeys of holidaymakers – both young and old – as they enjoy time together and rediscover the joy of holidays.

“We’re beginning to take people on holiday again after four months in total hibernation, and that’s an amazing feeling. We can’t wait to welcome back holidaymakers in the coming weeks and months.”

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