TUI Getaway Gurus


Client: TUI

TUI’s position as market leader has come under threat from Jet2. Having broken the duopoly of TUI and Thomas Cook, Jet2’s regional growth meant they had their sights firmly set on TUI’s number one spot.   
But with shopping local and community spirit increasingly important post-COVID, especially for TUI’s core 55+ audience, there was an opportunity to deliver the in-person experience and reassurance that customers craved.  With over 300 stores across the UK this was TUI’s biggest advantage, a local familiar face was something TUI could provide that Jet2 could not.   
Thanks to a pivotal partnership with Reach Media, TUI Getaway Gurus put expertise and friendly faces at the epicentre of the biggest ever local travel campaign. 

Reaching over 10m people, 77 TUI Getaway Gurus had their own travel advice columns across 113 regional titles, with over 3,000 pieces of hyper-local travel content created. 

Demonstrating the unequivocal power of local, stores with featured TUI Getaway Gurus performed 31% better than those stores without. 

75% agreed the campaign made them more likely to consider booking with TUI and 80% agreed they felt more positive about TUI retail and want to find out about their holidays from their local retail staff.