Travel company TUI and creative agency Leo Burnett UK have launched a new campaign named ‘Packed Differently’, which showcases the wide range of holiday experiences available through TUI and highlights the distinctive ways their holidays are packaged. The campaign, officially launched on March 18, 2025, reintroduces TUI’s beloved brand mascot, ‘Happy Bag’, alongside several new whimsical characters. It is aimed primarily at TUI’s core audience and package holiday enthusiasts.
The ‘Packed Differently’ campaign encompasses multiple platforms, including television commercials (TVC), social media, out-of-home advertising (OOH), radio, and digital displays. The core component of the campaign comprises three engaging 30-second films featuring Happy Bag and his quirky companions, all of whom humorously reveal the benefits of TUI's package holidays.
These films were shot at TUI's Sensatori Coral Sea Resort located in Sharm El Sheikh, Egypt, providing stunning backdrops to the animated characters' adventures. The first film, titled ‘TUI Rooms’, playfully showcases the luxurious perks available at TUI resorts, including swim-up suites, private Jacuzzis, and detailed pillow menus. The next film, ‘Luggage’, emphasizes the practical advantage of TUI’s standard 20-kilogram luggage allowance, appealing especially to families needing extra space for their holiday essentials.
The third and final film, ‘Kids Clubs’, draws attention to the extensive range of activities available for children at TUI kids clubs, reflecting TUI's commitment to providing stress-free vacation options for parents hoping to unwind. This part of the campaign recognizes the value of vacations for families and suggests how TUI's offerings can enrich those experiences.
To maximize reach, the campaign includes social engagement, particularly on platforms like Meta and TikTok, where ‘Happy Bag’ is positioned as the ultimate travel influencer. This branding approach aims to connect with younger, digitally-savvy audiences and spotlight the unique benefits of TUI holidays, beyond conventional marketing methods.
Mark Elwood, Chief Creative Officer at Leo Burnett UK, shared his enthusiasm, stating: “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.” Sara Ali, TUI UK and Ireland’s Director of Brand and Content, also remarked on the campaign's impact, noting the animated characters bring to life the various reasons to choose TUI package holidays. She stressed the importance of memorable storytelling, stating: “Happy Bag was a hit when we first introduced him last year, and the added animation brings more life and humour to land key messages effectively.”
The collaborative nature of this project involved various partners, with creative duties led by Leo Burnett UK, media handled by Essence MediaCom, production by Unit 9, and post-production managed by Harbor. Each entity played a pivotal role in ensuring the successful launch and distribution of the campaign.
This campaign is lauded as not only entertaining but also transformative for refreshing TUI's brand message, adapting to the changing consumer preferences. Therefore, the broader travel industry watches closely, as it might ripple across competitors—highlighting the importance of luxury accommodations, family-friendly offerings, and the convenience of modern travel.
By seamlessly combining entertainment with key selling points of holiday packages, TUI’s ‘Packed Differently’ is more than just another advertising campaign; it is part of the travel industry’s evolution to meet the diverse and dynamic demands of contemporary travelers, eager for immediate gratification and memorable experiences.
