TUI launches campaign to reassure holidaymakers

Thomson and First Choice are launching a co-branded campaign aimed at highlighting the fact that holidays booked through ATOL members come with a Government-backed financial guarantee. The push forms part of the TUI-owned companies’ “turn of year” campaign unveiled last week.

The ads, which have been created by Beattie McGuinness Bungay, makes the point that scheduled and budget airlines are not ATOL protected.

The print ads warn: “Do-It-Yourself holidays – Otherwise known as if-your-airline-goes-bust-you’re on-your own holidays” and “No frills, No Guarantees – Budget airlines don’t ATOL protect their flights. We do”.

The TV execution, launching tomorrow (January 10), will aim to further reassure consumers that they can still get value for money and a wide range of holidays without having to worry about whether their money is safe.

The second phase of the “turn of year” campaign follows TUI’s estimates that about 1 million holidaymakers could be affected by their travel provider going bust this year. It will build on the existing first phase brand repositioning ads already airing for both the Thomson and First Choice brands.

In September last year, Thomson and First Choice launched a co-branded campaign that showed representatives of both brands helping customers.

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