Live Happy


TUI is very well known for traditional beach package holidays, but they were in danger of getting ‘lost in the middle’; a functionally superior brand that wasn’t connecting emotionally with audiences. We needed to act more like a leader and inject some meaning into the TUI brand.


We looked inside TUI’s business and realised that they had a strong internal proposition that we could build on to communicate TUIs expertise. ‘Creating the moments that make life richer’ encapsulates how TUI has the expertise, range, and scale to enrich people’s lives, creating moments and memories that last a lifetime.


We built our campaign around ‘Live Happy’, the stuff that changes you and the way you see the world, that re-connects you with those who matter, starts new chapters and revisits old ones. Those things that enrich your life and make you smile. Our campaign ran across traditional channels and in social, with surveys and polls bringing the idea to life. As part of the brand relaunch, we also revamped TUI’s brand identity and brand world. We embraced the famous TUI smile, putting it front and centre of the brand and giving it meaning across all comms. The new brand identity, with a fresh tone of voice, influences everything from advertising, co-branding with partners and tourist boards, right through to in-flight and check-in experiences.