Tui is launching an advertising campaign across Europe that will “run for years”, showcasing the operator’s “breadth of offer”, in a bid to reposition its brand.
The ‘Live Happy’ campaign in the UK begins with a 60-second video that will premiere during an episode of Coronation Street on ITV.
It will also appear on video on demand, online video, radio, social media, print media, out of home and retail windows. It will run across 23 European territories.
Tui said it hoped to attract “broader audiences who look for authentic local experiences on holiday, without alienating important package holiday buyers”.
The operator said it hoped that the campaign would reposition Tui as a “modern, progressive travel company” and demonstrate it has “expertise, range and scale to create the perfect travel moment for anyone”.
Chief marketing officer Katie McAlister said: “It was important for us to show that Tui helps to create much more than beach and sun holidays.
“With us you can ski, spa, explore cities, and everything else in between.
“In the past people may have believed Tui didn’t have the type of holiday they wanted to experience.
“Ultimately, they enrich our lives for years to come. It was this diversity of experience that we wanted to come across in the campaign.”
During the ad, viewers will see different experiences available on a Tui holiday including day trips around a Moroccan souk and canoe trips to different islands.
The Live Happy campaign is Leo Burnett London’s first working in partnership with Tui since it won the account in January.