NEWS event at the Sensatori Atlantica Caldera Palace. Samantha Mayling reports from Crete
Operator brings forward TV ad campaign to November
This picture and below: images from Tui’s new TV advertisements
T
ui is to launch a TV advertising campaign on Saturday (November 9) to show its range of holidays.
Te first three 30-second ads
will feature a grandmother and granddaughter, brother and sister, and a couple. Using the tagline ‘Whatever your
adventure is, Tui has the adventure for you’, the ads follow on from last year’s, which showed a mother and daughter’s relationship blossom on holiday. Clips include siblings playing
in a SplashWorld hotel, couples enjoying swim-up rooms and yoga, and a same-sex couple taking a bread-making class. Other versions will promote river and ocean cruises, and long-haul holidays. Chief marketing officer Katie
60% Consumers who name Tui as a travel brand unprompted – its highest-ever result
McAlister said: “Tey are targeted to different customers as we recognise that we have got very different customers with different needs. “Our core message is still about
‘crossing the Ts, doting the Is and puting U in the middle’, but we are making shorter adverts, just 30 seconds long.” She said ads are being launched
in early November rather than the traditional turn-of-year season
because Tui wants to promote its brand throughout the year. Managing director Andrew
Flintham said the earlier launch reflected changing booking paterns, with some customers buying holidays earlier and others later. McAlister said consumer research
about spontaneous recall of travel brands showed almost 60% of people mentioned Tui, higher than the company’s former brand Tomson. “We have got our highest brand
awareness that we have ever had,” she commented. Te ads will also be used to sponsor TV weather forecasts in several regions. Retail director Belinda Vazquez
said Tui agents would travel on fam trips to gain personal experience of holidays such as Tui tours and river cruises in the coming year.
Tui agents trained to show empathy with clients
Tui agents have been trained in a new ‘show you care’ initiative that encourages empathy and decision-making to help individuals in difficult situations. Retail director Belinda
Vazquez said: “If a customer needs to make changes, people are empowered to change things without necessarily charging a £100 admin fee – perhaps if someone can’t travel because they have been diagnosed with cancer. “Treat each individual according
Sarah Donnelly
(centre) with Katie McAlister and
Andrew Flintham
travelweekly.co.uk
to their circumstances.” Tui is training staff on sunflower
lanyards, worn by people to indicate hidden disabilities such as autism or Alzheimer’s. Shops will give out
Tui sustainability manager Ian Corbett
explains the sunflower lanyard scheme
7 NOVEMBER 2019 13
sunflower lanyards and arrange pre-holiday trips to airports to help autistic children. Chief marketing officer Katie McAlister said in-store props
such as selfie-sticks and pretend boarding passes would help ensure “booking a Tui holiday [is] the best day of the year apart from the day you actually go on holiday”.
PICTURES: Will Ireland Photography; Tui
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