TUI Travel has recently released a new immersive video campaign, which allows users to design their dream holiday based on interactive elements within the video. The Holiday Open Day campaign allows travellers to make a set of decisions about what type of holiday they would like to go on. Potential choices include “couple” or “family”, “relaxing at the beach” of “going for a walk”. As the user progresses through the video and picks the different choices, s/he designs an individualised 'perfect day.' At the end of the video, users get presented with the relevant TUI brand that matches best their personal choice.
INNOVATIVE USE OF VIDEO
The concept is aimed at consumers that know they would like to book a First Choice or Thomson holiday, but are not sure which brand to select. Slider based search options have been an established practice on different DMO and OTA sites for some time. Within these interactive search tools, users would position a set of sliders between oppositional categories (e.g. relaxed vs active) and get presented with results that match their personal preference. In its innovative campaign, TUI has translated the underpinning idea into a video concept. Although the video campaign offers a less nuanced choice than positioning a slider, it is more engaging and provides a higher inspirational element.
ROAD TOWARDS DIGITAL
The campaign is available for consumers in the UK and in Germany, and is part of TUI’s ongoing strategy towards digital. In a statement on this latest initiative, marketing and digital director Jeremy Ellis says it is part of a ‘TUInnovate programme with other developments including the relaunch of websites and free wifi across some of its hotel concepts (Tnooz). Like other major tour operators, TUI faces considerable competitive pressure from Online Travel Agencies, and therefore needs to increase their online bookings. The campaign is one step in the right direction, and will help consumers to gain trust into TUIs online bookings process.
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