TUI launches ad to ‘deepen’ connection with consumers a year on from rebrand

TUI is launching a brand campaign that aims to “deepen the emotional connection” it has with consumers and strengthen consideration.
The creative tells the story of a mother taking her disinterested daughter on holiday. At the beginning the girl is a typical teenager, playing on her phone and rolling her eyes, but over the course of the holiday she is laughing, dancing and more engaged.
It is ambiguous whether the mother is a single parent or not and CMO Katie McAlister tells Market