First Year University Project where we were tasked with creating a new holiday type for TUI.

1. TUI Holiday Proposal
Chloe, Jade, Thierry

2. Choosing domestic breaks over abroad:
 Decline of the pound against the euro- making holidays
more expensive
 Uncertainty of prices
 Exchange rates
 Using your phone abroad could become more expensive if
Britain leaves the European Union.
 2017 saw a boost in domestic holidays
 ‘shorter but more frequent breaks’ to get away from
‘workplace stress and pressures’

3. Target Audience
 The Reformer
 Socially aware
 Seek the authentic and harmonious
 Core motivation is enlightenment
 The Mainstream
 Largest group
 Live by routine
 Respond to big established brands
 Need for security

4. What are people looking for?
 'Instagramable'
 800 million users
 1 in 5 travelers look to social
media for inspiration when
making travel plans
 Young people crave sharable
experiences
 TUI DO NOT PROVIDE DOMESTIC
HOLIDAYS CURRENTLY

5. Consumer board

6. FAMILY
VOLUNTEERING
MULTI-CITY-BREAK
HOLIDAYS
ADULT-ONLY
DOMESTIC BREAKS
CARBON NEUTRAL
HOLIDAYS
EXPERIENCE
ECONOMY/ ACTIVITY
HOLIDAYS
Ideas For Holiday Type

7. Our Proposal
 ADULT ONLY DOMESTIC BREAKS
 Independent adventure or relaxation in a rustic
setting with modern commodities
 Tailor prepared accommodation
 Reposition domestic breaks
 Authenticity of reconnecting with nature

8. The Competition
 Hoseasons
 Superbreak
 Centre Parks
 Butlins (TUI suggests)
 Haven (TUI suggests)

9. Brand Positioning Statement
“An independent domestic break for couples
seeking relaxation or adventure. Our holiday
provides a tailor-made, adult only experience
that delivers quality and authenticity.”

10. Mood boards

13. ATTRIBUTES:
• High quality cabins
• Curated holiday
• Rural Serenity
BENEFITS:
• No airport troubles
• Low risk
• Cost
• Adult only
VALUES:
• Authenticity
• High quality
• Connoisseurship
Brand DNA

17. Logo Variations

18. Existing TUI
Brands

19. Slogan
 Time flies but you don't have to
 A mature way to travel
 Quality time in a quality place, escape
 Need a break? Choose our escape
 Embrace the UK, do things our way
 Don’t have to go far to be free
 Find your independence

20. TONECHARACTER/PERSONA
LANGUAGE PURPOSE
BRAND VOICE
• Authentic
• Welcoming
• Relaxing
• Personal
• Flexible
• Intimate
• Sophisticated
• Knowledgeable
• Simple
• Inform
• Engage
• Comfort

22. Banners