Challenge
We needed to drive awareness of TUI as more than just a package holiday provider by showcasing the vast product offering, driving fame and talkability amongst audiences.
The idea
We sought to immerse TUI into a culturally relevant property that could extend the happiness of a two-week vacation for all 52 weeks of the year. We identified food as a major passion point for holidaymakers. The aim was to foster associations between TUI (and travel) with lasting happiness through food and entertainment.
Solution
Tapping into a cultural moment around the World Cup, we launched The World Cook, a competitive international cooking series presented by celebrity Maître D Fred Sirieix and TV presenter, Emma Willis. Featuring 16 chefs from different nations, they faced country-specific challenges in six different locations (including the Amalfi Coast and Mexico), and were judged by renowned food heavyweights including Jay Rayner, Marcus Wareing and Grace Dent. Streamed on Amazon Prime Video, it engaged audiences with TUI's passion for travel, food, and adventure.
The results speak for themselves:
94%
Above platform benchmarks
+10%
Purchase intent
+77%
Search volume YoY for locations featured in the show