TUI Accessible Holidays

The Challenge

With 24% of the UK population living with a disability, TUI recognised that the fear of getting it wrong had long held the brand back from publicly championing its accessible holiday offering. It was time to set a new standard for inclusive marketing and bring TUI's caring, inclusive nature to the forefront in a way that felt genuine rather than performative.

The Strategy

The campaign harnessed the power of influencer voices to combine authenticity, lived-in experience, and meaningful interaction. By working with disabled creators who could share their genuine holiday experiences, TUI was able to demonstrate its accessible offering in a way that no traditional advertising could replicate, while supporting the disabled community to feel more confident when they travel.

The Work

Creators with disabilities were at the centre of every element of the campaign, sharing honest, personal content about their TUI holiday experiences across platforms. Post-campaign, creators were brought together for a Q&A panel, and their feedback directly informed TUI's future roadmaps for improving accessible holiday provision. The campaign became not just a marketing exercise but a genuine product development tool.

Results

The campaign drove measurable uplifts in sentiment, ad recall, and branded search, with a notable increase in searches for TUI accessible holidays. Internally, the creator feedback has shaped future improvements to TUI's accessible offering, giving the campaign a lasting impact beyond its immediate metrics.

The Judges' Verdict

“The emotional connection built through creator storytelling, followed by the practical information needed to drive consideration, was highlighted as a clever and effective structure. “