Tui repacks 'Happy Bag' to showcase range of holidays

Travel company Tui has launched a new campaign designed to showcase the wide range of holiday experiences on offer and spotlight the ways in which holidays are packaged differently.

‘Packed differently’, devised by Leo Burnett UK, sees the return of Tui’s brand mascot ‘Happy Bag’, alongside some new characters. The campaign, which spans TVC, social, OOH, radio and digital display, is targeted at the travel company’s heartland audience and package holiday fans.

The campaign centres around three 30-second films featuring ‘Happy Bag’ and new characters, who showcase the benefits of Tui’s package holidays.

The animated ‘Happy Bag’ and supporting cast of quirky British bags come to life through in-camera puppetry, crafted by puppet makers Arch Model Studios. Shot on location at Tui’s Sensatori Coral Sea resort in Sharm El Sheikh, Egypt, the campaign encourages audiences to sample the wide array of experiences and scenery that a Tui holiday offers.

In ‘Tui Rooms’, the talking bags playfully compare luxury touches of their holidays including swim-up suites, private Jacuzzis and pillow menus, while the second film ‘Luggage’ highlights the benefit of Tui’s standard 20-kilogram luggage allowance for package holidays with Tui flights. Targeted at parents who want to relax and unwind, the third film ‘Kids Clubs’ shows the talking bags calling attention to the wide range of children’s activities on offer at Tui kids clubs.

Across social, a range of content on Meta and TikTok will showcase ‘Happy Bag’ as the ultimate travel influencer.

The campaign was a cross-agency collaboration with creative duties handled by Leo Burnett UK, media handled by Essence Media Com, production by Unit 9 and post house by Harbor.

Tui UK and Ireland’s director of brand and content Sara Ali said: “Happy Bag was a hit when we first introduced him last year and the added animation, we’ve injected in the latest work adds more life and humour to land key messages in a resonant and memorable way.

“Our bags bring to life some of the many reasons to book a Tui package holiday, from our unique concept hotels – for adults only and for families, generous luggage allowance and certified kids clubs. And as well as a reminding people why a Tui package is a smart holiday choice, we hope our talking luggage family will spread some smiles too.”

Leo Burnett UK chief creative officer Mark Elwood added: “Tui’s lovable brand mascot ‘Happy Bag’ and his new mates highlight everything we love about Tui holidays – from luxury perks to family fun – making each trip unforgettable.”