An ongoing brand journey: TUI TV advertising campaign (on air marketing support films)

STV have partnered with TUI for over 6 years - primarily through sponsoring the weather report and a range of digital activity. Going into another year of sponsorship, TUI were looking to strengthen that partnership, with a view to increasing brand reach and awareness in Scotland.

I wrote and directed a series of on air marketing support films featuring, STV favourite, weather presenter Sean Batty. These 30s brand comms use a softer sell approach than a normal TV spot and focus on brand awareness, so a reportage style was adopted. The first one sees Sean in a snowy Glencoe, interacting with the public but with the TUI brand still centre stage and the next one in typical Scottish weather, in the city centre of Glasgow.