Putting words to work
As one of the biggest travel companies in the UK and Europe,
TUI’s voice has lots to do. Sometimes, it needs to inspire people to book a holiday.
Other times, it has to get people excited about the trip ahead. At the worst of times,
it has to appease them when things don’t go to plan. Their voice was already anchored in
three principles—Modern, Happy, Bold. We partnered with them to refresh their
approach, creating a writing style that could rise to every occasion.
After many interviews and a great workshop, we came to
understand their pain points and aspirations for the brand’s writing.
They didn’t want the ingredients to change, rather, they needed
them to work harder across messages and mediums. Building on
their three principles, we came to: Positive Energy, Insightful Edge
and Bold Expertise.
understand their pain points and aspirations for the brand’s writing.
They didn’t want the ingredients to change, rather, they needed
them to work harder across messages and mediums. Building on
their three principles, we came to: Positive Energy, Insightful Edge
and Bold Expertise.
The bigger your business gets, the harder it is to stay consistent.
We created a scale system organised by communication goals,
so writers could find the information they needed quickly. Whether
they wanted to inform, inspire, reassure or delight, we offered
plenty of help and examples so that TUI’s tone stayed consistent
across channels.
We created a scale system organised by communication goals,
so writers could find the information they needed quickly. Whether
they wanted to inform, inspire, reassure or delight, we offered
plenty of help and examples so that TUI’s tone stayed consistent
across channels.
Special thanks to: Julien Queyrane (Creative Director), Annabel Engels (Account Lead)
BACK TO WORK