Elves actually don’t belong on cabinets within the first Christmas advert from international journey model TUI.
In a bid to succeed in vacationers earlier than the New Yr trip reserving frenzy, the advertiser has unveiled a high-energy spot that reveals what actually occurs when Santa Claus flies off to ship presents on Christmas Eve.
The hero advert from Leo Burnett London will run throughout main markets in Europe all through December, together with the U.Okay. and Germany.
It reveals a bunch of elves bidding Father Christmas an emotional farewell. Nevertheless, as he disappears from view, so does their melancholy—as a result of now it’s time for Santa’s little helpers to sit back and let the nice instances roll after months of arduous work.
An elf in a Hawaiian shirt hits play on Ricky Martin’s “Livin’ La Vida Loca” on a tiny stereo. The festive crew then board a TUI flight and jet off for an indulgent two-week, sun-soaked group vacation.
Toby Horry, international model and content material director at TUI, stated the marketing campaign’s goal is to seize holidaymakers earlier than the height “flip of the 12 months” season, constructing on the model’s positioning as serving to folks “Reside Pleased” and luxuriate in a breadth of journey experiences.
“I’m a believer of the function a powerful model can play. That is all about constructing model metrics prematurely of that actually busy interval,” he informed Adweek.
A ‘artistic present’
In 2021, TUI rebranded and refreshed its advertising and marketing in partnership with Leo Burnett London for a post-pandemic world, cementing the model’s function as one that might assist folks create moments and recollections to final a lifetime.
This marketing campaign has boosted the corporate’s backside line, serving to it buck the pattern in an business nonetheless recovering from the Covid-19 pause. In Q3 of 2023, proprietor TUI Group reported its first revenue since 2020, with an underlying EBIT of $185 million, recovering from a lack of $30 million the prior 12 months.
Chaka Sobhani, chief artistic officer at Leo Burnett London, described the festive season as a “artistic present” for TUI, and a chance to construct on its repositioning.
“Everyone knows that Christmas is the U.Okay’s model of the Tremendous Bowl, and it’s extremely necessary throughout all of Europe,” stated Sobhani.
“TUI didn’t need to simply bounce on the Christmas bandwagon,” she added. “They needed to entertain audiences and make them really feel good. They gave us an enormous quantity of freedom, and we’ve put a Christmas filter on the ‘Reside Pleased’ platform.”
