By John Glenday, Reporter

October 20, 2021 | 2 min read

Tui has launched a Europe-wide advertising campaign that seeks to put a smile on the face of all who see it.

‘Live Happy’ sees the travel company leverage its smile identity by surfacing the instantly-recognizable upcurling mouth symbol to the front and center of all visual assets.

Part of a broader brand revamp overseen by Leo Burnett, the campaign follows part of a concerted effort by Tui to adopt a more playful tone of voice by wearing a smile for customers at all times, from advertising to co-branding with partners and tourist boards and the check-in/in-flight experience.

It is the first major campaign for the London-based creative agency since their appointment earlier this year, and will be introduced in the form of a 60-second film broadcast during tonight’s episode of Coronation Street on ITV, where viewers will be whisked off on a journey of discovery through exotic beaches and a Moroccan souk.

Designed to appeal to those wishing to venture off the beaten track for more authentic holidays, without turning off package holiday fans, the long-term campaign seeks to reposition the brand for a resumption in travel.

In addition to the infectious smile, all-new typefaces, color palette, typography, photography, illustration styles and animations were developed in partnership with Design Studio.

Katie McAlister, chief marketing officer at Tui, commented: “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.’”

Leo Burnett London’s chief creative officer Chaka Sobhani added: “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.”

The fully-integrated campaign spans TV, video-on-demand (VOD), online video, radio, social, print, owned media, out-of-home (OOH), digital out-of-home (DOOH), digital and retail across 23 European nations.

Tui Brand Strategy Travel Marketing

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