TUI
Promoting TUI’s money-saving benefits to new audiences to help drive awareness and holiday bookings
The Objective
From families to couples, clubbers to cruisers, 6 million holidaymakers count TUI as the UK’s leading travel brand to over 85 destinations in 38 countries around the world, offering over 4,000 properties from luxury hotels to private villas. At a time when industry data indicated people’s ongoing determination to travel despite financial uncertainty, TUI wanted to show up on TikTok with practical yet inspirational content focused on budget travel ‘hacks’ amidst the cost-of-living squeeze.
The Solution
To drive brand awareness and consideration on the platform, TUI partnered with ten unique Creators including The Budgeting Mum and The Travel Bae to create multiple money-saving videos. Totally authentic and delivered in classic TikTok style, these user-generated videos served as the perfect vehicle for the brand’s message during TUI’s key ‘Turn of Year’ peak booking period from January to March 2023.
TUI ran In-Feed Auction ads to ensure their messaging hit their core audience. By using a combination of Video Views and Traffic and differentiating the creative between the two, TUI was able to land their messaging with great success.
TUI also took advantage of calls with the TikTok Creator Marketplace team to ensure they leveraged the platform correctly, and also discovered some new exciting creators they had never worked with before.
The campaign provided a clear journey for users to follow as they searched for their perfect holiday, as well as securing excellent brand exposure with their target audience.
The Results
TUI’s engaging and authentic campaign found the perfect home on TikTok, proving the platform’s reputation as the definitive destination for the world’s best short-form creative content.
Across the ad flight, more than 4.2 million video views were recorded, at an average view-through rate of 7.84%. An impressive click-through rate of 0.40% then sent thousands of potential holiday makers to TUI’s website. In terms of awareness, a +13.8% increase in Brand Recall and +6.7% increase in Attitudes showed the ads hit their mark – helping TUI further establish itself in their target audience’s hearts and minds.
Securing unrivalled levels of exposure for both their products and brand, this campaign outperformed all expectations, and confirmed TikTok’s ability to guarantee real engagement and results.
As we edge closer to more normalised travel trends compared to last summer (when pent-up demand from two years of pandemic-restricted travel saw people take breaks longer in length at more expensive properties), we were conscious to cater to the new needs of travellers in a more price-conscious market, who perhaps may be 'feeling the squeeze’. TikTok provided the ideal platform to showcase TUI's multiple money-saving benefits, from free kids' places to our zero deposit scheme. Through utilising Creators in a native, bespoke format on TikTok, we were able to successfully drive meaningful uplifts in video views, clickthroughs, as well as a significant increase in Brand Recall and Attitudes.
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