TUI has launched its first Christmas campaign created in partnership with Leo Burnett.
The advert will first air during prime-time TV slots on ITV Breakfast during ‘Good Morning Britain’, on Channel 4 during the final of ‘The Great British Bake off’ and ITV during ‘I’m a Celebrity Get Me Out of Here’.
A first from TUI, the short film tells one of the greatest untold Christmas Stories – what happens to the Elves after Father Christmas flies off to begin his deliveries?
After months of preparing for the big day, a group of elves is seen standing by a window emotionally waving goodbye to Santa on his sleigh, before the play button is hit by a fellow elf in a Hawaiian shirt and the famous Ricky Martin soundtrack is played, Livin’ La Vida Loca.
The elves’ next chapter begins when they board a TUI flight and are whizzed off on a two-week, sun-soaked fun holiday with the whole gang – even ignoring Santa’s call.
The advert has been created in partnership with Leo Burnett with Rogue producing the advert and EssenceMediacom delivering media planning and buying.
The company said that the film engages its target audience in a new and innovative way, whilst showcasing the brand’s promise: Live Happy.
In addition to the festive film, the elves will be taking over TUI’s social channels during the festive period as they share ‘holiday elfies’ from their trip.
There will also be a competition to give away 12 TUI holidays to lucky winners, and there will be an ‘Elfie AR Filter’ available to use across Instagram and Facebook.
Sara Ali, Director of Brand and Content at TUI UK&I, said: “Shaking up the yearly offering of Christmas cliches, our first Christmas campaign celebrates the feeling of downing tools and soaking up some much-needed ‘me-time’.
“We are always looking for different ways to engage with our audience as part of our Live Happy promise, so we’re very excited to spread some festive cheer this year.
“During, what can be a particularly busy but special time of year for many, it’s a time to start dreaming of their next adventure to enjoy with family and friends, creating their own life-enriching moments together.”
For more information, visit www.tui.co.uk
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