German travel brand TUI is the biggest travel and tourism company in the world, and the biggest package holiday provider in the UK. And whether you love them or loathe them, people in the UK tend to have quite a fixed idea of what a package holiday entails. TUI Blue offers something a little different, a little more carefully crafted. The properties are categorized into 4 different brackets: Blue for all Blue for Families Blue for Two Blue Sensatori (luxury offering) At each of their all-inclusive properties they offer a wide range of curated experiences, from watersports to cultural excursions, food tours and more along with an on-site concierge to help with bookings and local enquiries. TUI wanted to challenge assumptions and introduce its curated TUI Blue brand to a bigger audience, so they asked us to brainstorm an interconnected influencer campaign that would highlight the differences of a TUI Blue holiday. Very often, influencer campaigns lead to disparate content along different themes according to the influencer’s own style. We wanted to change this with all the influencers in the campaign creating content around a shared idea. We designed a campaign around a new hashtag #bluedecide, allowing followers to interact in real time with influencers in a Choose-Your-Own-Adventure scenario. We engaged six high profile influencers, from family bloggers to solo travellers and same-sex couples and sent each of them to a different part of the world, from Mexico to Greece. Before their stay the influencers posted reels and posts explaining the TUI Blue offering and the ‘rules’ of the game, and during their stay posted daily content inviting followers to interact and choose the next activity, before creating and uploading content of that activity to feed back to followers. Great feedback from followers, great audience reach and great interaction from our influencers made for a highly successful campaign, which was nominated and recognised as a finalist in Influencer Marketing category the 2023 Performance Marketing Awards.
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Platform 195 is a retail media solutions and marketing company specialised in travel and sustainability. The team has decades of experience building award-winning media organisations within tour operators, OTAs, hotels & airlines and delivering outstanding full-funnel strategy, creative and implementation for brands. We have a culture of constant innovation, brilliant client service, total sector expertise and best-in-market products and services. Retail Media Solutions Our Retail Media team integrates the most experienced people and best technology and data in the marketplace. By supercharging advertising and partner-marketing we deliver significant incremental revenue on e-commerce sites, in app, on inflight media and through social and programmatic channels.
Proprietary Ad Platform Our proprietary omni-channel Travel Media platform, Uplift Ads, is designed to help you save time and cost through connected, efficient delivery and reporting across all digital touchpoints and multi-channel partnerships. It scales to accommodate thousands of suppliers across channels and source markets. Intelligent Marketing Our award-winning Intelligent Marketing team delivers integrated partnerships, brand and performance marketing. We use the best people, creative, data and technology to make your marketing effective, giving you access to social and programmatic display marketing at scale, as well as insight, creative ideation, content production, influencer marketing, and PR.
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