TUI launches first Christmas campaign to ‘engage customers differently’ as a travel brand

While Christmas doesn’t tend to be a busy time for customers buying holidays, TUI director of brand and content Sara Ali tells Marketing Week, the brand wants to use its festive ad to “build emotional resonance”.

With its new campaign, the brand is not trying to drive sales in a period where customers are less inclined to make a holiday purchase, she says, but instead “prime” customers to book the holiday with TUI down the line.