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Travel company TUI is taking festive spirits to the next level with its latest holiday campaign.
Together with creative agency Leo Burnett UK, the company released "'Twas the Flight Before Christmas," an illustrated children's book that serves as a continuation of last year's Christmas advert, "Happy Holidays from TUI."
The book, created by Leo Burnett senior creatives Matt Wood and Tom Loveless, builds on the story of the 2023 campaign and picks up where it left off, showing what happened to the elves after Father Christmas went on with his duties.
A tale full of fun and whimsy, "'Twas the Flight Before Christmas" takes readers on a festive journey as they opt for the sunny Spanish island terrain of Mallorca over snowy Lapland in Finland.
While we're used to colorful Christmas lights and reindeer over snowy skies, the story puts a unique spin on traditional holiday travel marketing by showing the elves building sandcastles and having fun under the sun.
"In ‘Twas the Flight Before Christmas, we’re peeling back the curtain on the elves' much-needed downtime. It’s a joy to see our elves trading in their workshop for a TUI Holiday once again.
We’re offering families a fun glimpse into the elves’ off-duty antics beyond the North Pole," shared Mark Elwood, Leo Burnett UK Chief Creative Officer.
More than 16,000 copies of the book will be available for free on TUI's website and stores, and starting today, families can order limited-edition copies with their children's names written on the cover.
There will also be a Dutch version of the storybook for families in Belgium and the Netherlands.
By taking an unexpected approach to its holiday promotions, TUI's brand marketing strategy stands out amongst its competitors, redefining what brands can do during the season.
The Elves Are Back
Apart from the book, the travel giant is bringing back its "Happy Holidays" TV spot for a second time, showing audiences the story that started it all.
Here, Santa's elves go on a sun-filled holiday full of massages, beach volleyball, yoga sessions, and sunbathing by the beach — all while their big boss tends to his gift-delivering duties.
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Set to the tune of Ricky Martin's hit song "Livin' La Vida Loca," the spot will make its return to TV and cinemas throughout December.
Businesses are capitalizing on the season to promote their holiday travel destinations.
Recently, Airbnb launched its first-ever Christmas campaign dubbed the "Santastrophe," showing how its home rentals are better than "Santa-proof" hotels.
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