The UK’s leading travel company officially re-brands today as Thomson transitions to TUI, following an extensive awareness building campaign across a six-month period.

The effort has already seen TUI’s brand awareness treble and over half the UK population saying they are aware of the brand migration.

The UK tour operator now affirms its status as a global brand becoming the world’s largest travel company and launching a mass scale multi-channel offensive to communicate the re-brand.

Following extensive customer research, TUI’s new campaign strategy focuses on one key consumer insight: people want “control and certainty” over their holiday experience, regardless of whether they go on a package holiday or plan independently.

With TUI’s vertically integrated business model giving end to end control of the holiday experience, along with expert personal service, the business is already well positioned to cater for the package market.

And with new innovations in more flexible holidays such as short stay and multi-centre holidays, TUI is also uniquely positioned to fulfil a much wider market than just standard package holidays, providing the best of both worlds.

The extensive owned-channel campaign kick started in April 2017 making existing customers aware of the change via CRM campaigns, in-flight magazines, retail and online communications to ensure they are taken on the journey.

Jeremy Ellis TUI UK & Ireland marketing director said: “As well as becoming a truly global brand, we have a brilliant opportunity to launch TUI with a new unique proposition in the holiday sector with TUI built around both the ease of a package holiday combined with the flexibility of more modern tailor-made experiences to appeal to a much wider audience than before.

“Our ambitious ‘U in the Middle’ musical advert encapsulates this perfectly, demonstrating our mission to put our customers at the heart of everything we do, whatever your holiday need is.

“The campaign promise of crossing the T’s, dotting the I’s and putting ‘U’ in the middle is brought to life and the script and lyrics strongly re-enforce that commitment.

“The ad sees TUI staff making our heroine’s experience entirely personalised to her needs putting her so centre stage, she becomes the star of an epic holiday finale.”