Thomson kicks off re-brand campaign as the countdown to TUI begins
This weekend the UK’s leading travel company kicked off its name change campaign to highlight that Thomson is changing to TUI with a new TV ad debuting during ITV’s flagship Saturday night programme the X Factor. The advert shows a man diving into clear crystal blue water; the message was simple, ‘Thomson is changing to TUI.’
The 20-second ad, created by Young and Rubicam, is at the heart of a wide scale communications offensive that will cement the name TUI in the minds of the British public as Thomson’s transition from UK number one to world number one reaches the final stages. The company announced in December 2016 that its summer 2017 marketing campaign ‘moments’ would be the last under the Thomson brand name, paving the way for a full re-brand by the end of the year.
Jeremy Ellis, Marketing Director at TUI UK and Ireland commented:
The foundations for our re-brand are firmly in place and we are primed ready to become TUI. We want to ensure our customers are ready to take this exciting journey with us so it’s really important that we communicate the transition clearly.
A CRM campaign has been underway since May, engaging with 5m loyal customers and a special issue of our glossy magazine Discover has been sent to 1.5 million people. Customers are already used to seeing the TUI smile logo as it has been an integral part of Thomson branding for some time. TUI has also been visible in our overseas resorts for three years and on our airline livery this summer. People will now notice changes on the high street from this week as our 600+ stores shift from Thomson to TUI.
We are incredibly excited to introduce the TUI name and ultimately the TUI brand to a wider UK audience.”
Variations of the ‘Diving Man’ ad will be seen on all long-haul flights on the 787 Dreamliner as well as national TV, bus-sides and out of home sites across the UK, before switching over to a major brand campaign as Thomson finally becomes TUI in the coming weeks.
19 September 2017