Under the slogan “Meanwhile in…” TUI launched a campaign at major train stations in the Netherlands and Belgium. Large screens show moving vacation images of a sunny destination created by well-known influencers. In doing so, they provide a “live” glimpse of a vacation destination where they are currently or have just been. With this, TUI wants to entice people who are completely fed up with the autumn weather here to book a vacation. They are authentic vacation footage, shot close-up and from the person. The combination of the words “Meanwhile in…,” the moving image and the current weather is distinctive and makes it real. Says TUI. ‘You get the feeling that you can take a look and feel what it’s like on site. And at the same time, you get the factual information about the destination, the travel distance and the price.’ In the Netherlands, images of Curaçao, Cape Verde, the Maldives and Gran Canaria are shown on digital bus shelters. The local temperature is actually read in live from a weather site and changes with it throughout the day. ‘Imagine you drive into a train station at half past eight on a rainy Tuesday morning. Through a fogged up window you see a very seductive moving sunny image on a moving bus shelter. This is how we create relevant impact within our target group. You are really taken along for a while’, says Frans Leenaars, marketing director (CMO) of TUI Western Region. (Photo: TUI).
