TUI UK is looking to sponsor a big music event in a bid to freshen its Thomson Holidays package tour brand.
The company began sponsoring Tottenham Hotspur FC this season and now wants to become involved in other lifestyle sectors in order to widen the brand’s appeal.
Managing director Chris Mottershead says: “We believe it’s time for a makeover of the charter holiday and we intend to give Thomson a bit of a facelift and shake off the out-dated image.”
He adds that the strategy is “to be in tune” with what customers do in the rest of their recreational time and to seek an association with other leisure pursuits, such as fashion and music.
Director of marketing Hugh Edwards says: “We are out there talking to agencies about music and lifestyle sponsorship.” He adds that a mass audience music event, such as Capital Radio’s Party In The Park, was the right kind of vehicle. The company also intends to develop appropriate holidays to cater for what it calls a 21st century demographic, meaning more single-parent families and single people.
TUI Europe is reviewing its advertising with the intention of appointing one agency to its &£130m pan-European budget. UK incumbent WCRS has pitched and a shortlist is expected next month.