Travel firm TUI is showcasing the wide range of holiday experiences it offers in a new campaign that spotlights how its holidays are ‘Packed Differently’.
Crafted by creative agency Leo Burnett UK, the work sees the return of brand mascot ‘Happy Bag’ alongside a cast of supporting characters across three 30-second spots.
‘Happy Bag’ and his supporting cast of ‘British’ bags have been brought to life through the use of on camera puppetry crafted by Arch Model Studios, with the campaign shot on location at TUI’s Sensatori Coral Sea resort in Sharm El Sheikh, Egypt.
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“TUI’s lovable brand mascot ‘Happy Bag’ and his new mates highlight everything we love about TUI holidays, from luxury perks to family fun, making each trip unforgettable,” Leo Burnett UK chief creative officer, Mark Elwood said.
The creative will run across TV, social media, out-of-home, radio and digital display aimed at the brand’s ‘heartland audience’ and package holiday enthusiasts. Media planning and buying was handled by EssenceMediacom.
TUI UK and Ireland’s director of brand and content, Sara Ali said: “Happy Bag was a hit when we first introduced him last year and the added animation, we’ve injected in the latest work adds more life and humour to land key messages in a resonant and memorable way.”
