TUI ‘Live Happy’ Creative Director

Repositioning TUI as Europe’s ultimate ‘travel enrichment company’ was a five year project.

First, the re-launch campaign set out our stall as the ‘Live Happy’ brand. With a new look and feel that ran though every touchpoint, and a new TOV that spoke to travel truths and emotional insights.

Then a succession of integrated campaigns showed off TUI’s other holiday offerings, like city breaks, scenic getaways, ski holidays and global tours.

With multiple international clients across multiple European markets, and deliverables lists that ran through everything from AV to OOH, bespoke social, radio, retail spaces, airports, even airplane media, this campaign has been huge. A big challenge but a lot of fun.

Here is a very top line view of a campaign that would otherwise take six thousand years to look through.