TUI unveils new positioning

LONDON - Travel business TUI is repositioning its Thomson and First Choice Holidays brands as it looks to encourage consumers to defy the downturn by booking a holiday for 2009.

Thomson will position itself as a tour operator for travellers seeking a hassle-free, indulgent holiday. First Choice, conversely, will ensure that future marketing appeals to young families and children.

The new positioning will be unveiled through two major through-the-line campaigns to break on 20 December.

Thomson will undergo a more vigorous rebrand, and its first TV ad for 18 months will attempt to communicate that the brand now provides enhanced, service-orientated holidays with all customer needs taken care of.

The ad, by Beattie, McGuinness and Bungay (BMB), begins with an empty studio space, before a succession of Thomson staff - including travel agents, reps and pilots - create the perfect beach scene.

Rather than promoting a specific destination or price offer, the ad ends with the strapline, ‘Every single detail, taken care of.'

From January the Thomson campaign will extend to incorporate print, digital and direct marketing. Following the high-profile failure or XL Leisure this year, the print ads focus on ATOL protection and the fact that holidaymakers are guaranteed financial protection while abroad.

First Choice will launch its own heavyweight TV campaign on 20 December. The campaign, also by BMB, includes print, direct mail, e-CRM and PR activity and depicts the range of swimming pools available when travelling with the tour operator.

The push will be supported by the sponsorship of GMTV's Travelogue broadcasts over New Year.

Media buying and planning for both the Thomson and First Choice campaigns is by MediaCom.

The repositioning has been overseen by TUI Travel customer director Tim Williamson, who stepped up from the position of marketing and product director in October.

In 2007, TUI AG merged with First Choice Holidays to form TUI Travel PLC, following the merger between UK rivals MyTravel and Thomas Cook.



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message