As the UK speculates on whether another lockdown is looming this winter, TUI has today launched its first major campaign since appointing creative agency Leo Burnett London earlier this year, also revealing a new identity by DesignStudio that suits a “post-pandemic world” as travel restrictions ease.

The campaign and platform called Live Happy showcases TUI’s wide range of offers and gets across how they “help create enriching moments that last a lifetime irrespective of who you are,” so Leo Burnett explains. It kicks off this week with a short film, produced by Forever and directed by Kinga Burza, that takes us on a journey through many TUI experiences, from beach trips to exploring far-flung islands by canoe and day trips around a Moroccan souk.

It’s a fresh and colourful take on what travel and holiday experiences can look like, reminding us that there’s a whole world out there, waiting to be explored. The platform is designed to be a long-term campaign that will run for years, repositioning TUI as a “modern, progressive travel company and demonstrating that TUI has the expertise, range and scale to create the perfect travel moment for anyone and everyone,” according to the agency.

“It was important for us to show that TUI helps to create much more than beach and sun holidays,” says Katie McAlister from TUI. “With us, you can ski, spa, explore cities, and everything else in between. 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’. 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.”

On delivering the agency’s first work for TUI since winning the account in January, Leo Burnett London’s chief creative officer Chaka Sobhani said: “Live Happy is about the stuff that changes you and the way you see the world. The experiences that help you to reconnect with the people and places you love, to start new chapters and revisit old ones. The things you remember long after you get home. We wanted to create a new look and feel that puts the famous TUI smile at the heart of the campaign. A smile that represents expertise, fun, adventure, new possibilities and a whole lot of heart.”

As part of the brand relaunch, Leo Burnett collaborated with DesignStudio to revamp the travel firm’s brand identity and brand world, influencing how it looks, speaks and feels for people across all touchpoints of the customer journey. With an upbeat tone of voice, too, it will influence everything from advertising, co-branding with partners and tourist boards right through to in-flight and check-in experiences. The famous TUI smile has also been integrated into all visual brand assets to complete the makeover.

Julien Queyrane, creative director of DesignStudio says: “Using TUI’s inherent positive energy as inspiration we worked together to reimagine their core assets; changing colours, typography, freshening up art direction and illustrations, even introducing motion and interaction around the TUI smile across digital experiences. TUI’s new brand is fun, flexible, digitally friendly and able to reach a much broader audience.”

Creative Boom