TUI happy bags follow us on our trips. They see what we see. They do what we do. And boy, do they have their own opinions. These bags give their own reviews of TUI holidays and tell us all about the good, the bad and the ugly of TUI holidays. From Roar bag enjoying the kiddy pool (highlighting getting lost and needing some help). To Mum bag thoroughly enjoying the adults-only section (after finding the kids club), or Ski bag violently hating the beach holiday. Trekking Backpack was confused, but then grateful for all the help it got from TUI when it had to change plans with some help from TUI staff.

This was a digital campaign that played on social first content to drive brand awareness through genuine engagement.