TUI Spain, the country’s leading inbound tour operator, has managed to consolidate the position of Channel TUI as the first and only specialised ad platform geared to the tourist industry. TUI launched the platform a year ago with the aim of making the most of the synergies existing between the different sectors of the tourist industry, and offering tourists and its clients an additional source of information.
What makes Channel TUI so attractive is the fact that it is keyed to tourists segmented by nationality, age and holiday destination. This allows for highly targeted campaigns at a time when the target group is highly receptive, that is, during their holidays. Furthermore, the impact of campaigns is multiplied if the advertiser is the tour operator whose services the target audience has engaged. Therefore, TUI Spain acts as prescriptor of the services and products advertised through its channel.
The platform has a total target audience of seven million tourists reached through ads in catalogues and events such as fam trips. Potential clients can also be reached through in-flight ad campaigns. Lastly, the destination is the most conventional point of contact with the largest target audience, ad campaigns taking the form of co-branding, bus ads, brochures, etc. TUI’s platform has endless possibilities, the different ad formats being completely adaptable to the needs of the advertiser.
To date, the platform has run campaigns for brands such as Jerez de la Frontera City Council, Palma Aquarium, Gonzalez Byass, McDonalds, the provincial authorities of Jaen, Malaga City Council, Majorica, and Grupo Aspro, among others.
Along these lines, the international ad campaign TUI designed for Jerez, whose objective for 2007 was to increase the destination’s exposure and visitor numbers, way surpassed its goal, all of which goes to show its effectiveness. This campaign included display ads on websites and in catalogues, brochures, promotional gifts for tourists and bus ads.
A subsidiary of TUI Travel PLC, one of the global tourist industry’s leading companies, TUI Spain is the country’s foremost inbound tourist agency. Based in Palma de Mallorca, the company has 1,400 employees and offices in the top 29 destinations in Spain, attending to the needs of five million clients a year.
