Inspiring happy travels with TUI
They’re a happy brand, TUI – down-to-earth and playful with bucketloads of positive energy. Otherwise was brought in to bring some joy to social posts paid for by tourist boards. This kickstarted a long-running relationship, involving a variety of briefs for their B2C and B2B audiences.
Things worked on
Paid search and social: balancing TUI’s tone of voice with each tourist board’s priorities.
DRTV scripts: creating 20-second spots that work with pre-existing footage.
DOOH screens: inspiring wanderlust on the high street and in airports.
SEO: crafting keyword-rich blogs that search engines like as much as readers.
Social examples
“Nothing says luxury like ‘private harbour’. Soak up the high life at Coral Beach Hotel & Resort in Cyprus, with a giant lagoon pool, ultra-elegant restaurants, and a swish spa with sauna and steam rooms 💆♀️”
“Rugged good looks meets cobbled Catalan charm in Costa Brava. From its traditional villages to its dramatic cliffs and lush green landscapes, Spain’s Wild Coast knows how to spoil a guest 🌿⛰️🏖️ “
“Sea views from every room and a rooftop pool for sunset dips 🏊♂️ Yup, the five-star Iberostar Selection Es Trenc in Majorca is one classy outfit.”
“📸 The scenery steals every scene in La Palma. This quieter Canary Island is made for pulling on your walking boots and reconnecting with nature ✨”
“Give your weekend the holiday treatment. From city breaks to coastal escapes, TUI’s got your next whistle-stop getaway covered.“
“Fun, sun… and maybe a little bit of rum🍹. Barbados is the ultimate Caribbean cruise destination.”
“The Grand Sunset Princess. Big by name. Big by pool-count 🏊. With 10 to choose from (plus a beach!), you’re spoiled for choice.”
“A heated lagoon-style pool lined with palms? That’ll work. Tap for Tenerife’s Dreams Jardin Tropical >”
“Welcome to the Beverly Hills of the Turkish Riviera. Today’s toast of the town? The five-star Callista Luxury Resort. The pool, beach and dining scene 🍽️ are all on point. But it’s the activities that really steal the show. From watersports 🤿 to rifle shooting, you’ve got a fully stocked minibar of options.”
“How’s this for a location power move? Liberty Hotels Lykia sits nestled between the mountains and the beach on a quiet stretch of Turkey’s coast. It’s all backed up with five-star, family-friendly facilities, including a pick of pools. And the food scene? Global. Think Italian, Med and Asian flavours 🍝🥗🍜”
“🧘♀️Top up your zen levels at the adults-only Sugar Cane Club Hotel and Spa in Barbados. A full-service spa, split-level pool 🏊♀️ and lush surrounding gardens 🌺 set the stage for a low-key luxury escape.”
