Showcasing a different style of package holiday with a connected influencer campaign

German travel brand TUI is the biggest travel and tourism company in the world, and the biggest package holiday provider in the UK. 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 TUI 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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