Tui’s marketing chief hopes the operator’s first-ever Christmas advertising campaign will give it an advantage over its competitors ahead of the peak selling period in January.
The advert will first air in full at 7.20am this morning on ITV during Good Morning Britain, before being broadcast on Channel 4 this evening during the final of the Great British Bake Off, as well as during I’m a Celebrity Get Me Out of Here.
The short film imagines what the elves get up to after Father Christmas flies off to begin his deliveries. It shows them board a Tui flight for a two-week holiday after they’ve waved goodbye to Santa, soundtracked by Ricky Martin’s Livin’ La Vida Loca – they even ignore an incoming call from ‘The Boss’ as they enjoy the features of their Tui resort.
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“I’m incredibly excited about the campaign,” said Neil Swanson, Tui’s chief marketing officer. “It’s a first for Tui and you don’t usually see travel advertising this early in December.
“I think it’s a great idea to get ahead of the market, and ahead in the race as we approach Boxing Day, when everyone traditionally goes big with their advertising campaigns.
“This year, instead of starting on the start line, Tui will be 10 yards down the track with people already thinking of our brand and thinking of us for their holidays.”
He added: “Hopefully this means we’ll have a strong head start at the turn of the year. I’m looking forward to seeing the impact.”
The advert has been created in partnership with Leo Burnett, while award-winning model maker Andy Gent from Arch Model Studio created the 10 bespoke puppet elves that star in it.
Sara Ali, director of brand and content at Tui UK and Ireland, said the advert “celebrates the feeling of downing tools and soaking up some much needed me-time”.
“We are always looking for different ways to engage with our audience as part of our Live Happy promise, so we’re very excited to spread some festive cheer this year,” she added.
“During what can be a particularly busy but special time of year for many, it’s a time to start dreaming of their next adventure to enjoy with family and friends, creating their own life enriching moments together.”
In addition to the advert, the mischievous elves will be taking over Tui’s social channels during the festive period as they share ‘holiday elfies’ from their trip.
There will also be a competition on Tui’s social media pages to give away 12 Tui holidays, as well as an ‘Elfie AR Filter’ available to use across Instagram and Facebook.
Primetime slots on November 28:
- First 30-second version will air during Good Morning Britain at 6.55am on ITV Breakfast
- First 60-second version will air in Good Morning Britain at 7.20am on ITV Breakfast
- 60-second version will air during Lorraine at 9.20am on ITV Breakfast
- 60-second version will air during final of The Great British Bake Off at 9.05pm
- 60-second version will air I’m a Celebrity Get me Out of Here at 9.15pm