It’s the operator’s first major campaign since it appointed creative agency Leo Burnett London earlier this year.

Tui said the new advertisement roll-out relaunches the brand with a "fresh brand identity for the post-pandemic world".

The firm said it is looking to attract "broader audiences who look for authentic local experiences on holiday", without "alienating important package holiday buyers".

The platform is designed to be a long-term campaign in a bid to reposition Tui as a "modern, progressive travel company".
 
The initiative will cover TV, on demand, online video, radio, social, print, owned media and digital, and retail windows and will run across 23 European territories, including the UK.

Katie McAlister, chief marketing officer for Tui, said the operator wanted to show that Tui "helps to create much more than beach and sun holidays". 

"In the past people may have believed Tui didn’t have the type of holiday they wanted to experience, and Leo Burnett has helped bring to life our perspective on travel; that holidays are so much more than ‘just a holiday’," she added.

"Ultimately, they enrich our lives for years to come – and it was this diversity of experience that we wanted to come across in the campaign."
 
As part of the brand relaunch, Leo Burnett London has also revamped Tui’s brand identity, to influence how the brand "looks, speaks and feels for people across all touchpoints of the customer journey".