TUI UK is celebrating the imminent return of European summer holidays with its latest ‘Welcome Back’ marketing campaign and a new TV ad.

With the world starting to reopen to holidaymakers, the 30-second ad communicates that TUI cannot wait to take customers away again from July 11th.

Using the tagline, ‘Welcome back to looking forward’, the ad looks to inspire and remind audiences of incredible destinations and all those favourite experiences to be had while on holiday, from that first dip in the pool to carefree days and new adventures with loved ones.

Katie McAlister, chief marketing officer for TUI UK & Ireland, explained: “Our ad sums up the joy of a summer holiday in just 30 seconds and delivers a crystal-clear message – we are ready and excited to welcome customers back.

“We are aiming to build confidence and stimulate the market following what has been a truly extraordinary few months.

“We recognise that people have different attitudes to travel and this is an invitation to everyone who might be looking forward to booking a holiday, whether that be now or in the future.”

Continuing on from previous creatives, the ad has all the hallmarks of a TUI ad with a firm focus on the emotions that holidays trigger, using stunning inspirational imagery shot in Crete, Greece, a bouncy soundtrack composed exclusively for TUI by Oskar Linnros and featuring signature TUI blue key notes.