TUI-owned company Thomson Holidays has partnered with the Weather Channel to host the holiday brand’s new autumn marketing creative across its iPad and mobile app using weather-triggered creative executions.
The partnership forms part of Thomson’s strategy to raise the profile of the TUI smile logo in the UK and increase traffic to its website.
Thomson will utilise the Weather Channels technology to trigger relevant creative according to current weather conditions.
When app users are experiencing rainy, cloudy, snowy or cold weather between 20 September and 19 October 2014, they will be served a bespoke branded background.
The background will feature new brand character Miles and the relevant British weather system which will then transform into an image of an exotic location.
The Weather Channel executions will support Thomson Holiday’s Discover Your Smile campaign which will launch in an TV ad break during The X Factor on 20 September.
The Weather Channel is working collaboratively with the holiday brand’s creative agency Rockabox to build the branded backgrounds for the campaign. The executions will be available across iPads, iPhone and Android smartphone devices.