TUI – Smile Story

No more off-the-shelf holidays.

Develop and produce an inspiring social media and content campaign. TUI staff deliver authentic tips and inspiration on location. The campaign generated lots of activity on the Internet.

Online platform

On a specially created online platform, visitors could discover personal travel tips provided by lots of TUI staff from all over the world – and of course book their holidays right there and then.

Social media

Short video snacks, contests and a photographic join-in promotion using the #smilestory hashtag invited TUI fans on Facebook and Instagram to become part of the campaign.


On accompanying posters, TUI holiday experts tell us how they get their guests smiling.



TUI is the world’s leading tourism brand. Integrated campaigns build on this lead and establish the brand in the digital space.

More work.