TUI World Cook

Client: TUI

TUI is best known for its all-inclusive package holidays. But newer challengers were eating into TUI’s market share by promoting exploration and adventure - all increasingly important to modern holidaymakers.

To shift perceptions, we needed to show how TUI has all the variety that these competitors offer. 

We discovered that 83% of travellers say that food gives a lasting impression of a destination - so, we invited the nation to travel with their taste buds, by creating ‘The World Cook’, a TV show with Amazon Prime Video. 

Launched around the World Cup – when holiday bookings spike – our 7-part cooking series pitted 16 chefs from around the world in a competition taking place the most beautiful TUI destinations. 

Starring TV stars Emma Willis and Fred Sirieix, we ensured there was an authentic, natural integration of TUI throughout the shows. The selected locations were priorities for TUI, and we filmed many scenes within TUI hotels. We also featured TUI aircraft and colleagues, and the competition’s winner even won naming rights at a TUI restaurant. 

The show generated significant results, including PR activity hitting 77m, and the locations featured in the show seeing a 77% rise YoY in search volumes.