TUI is unveiling an ambitious new campaign emphasizing its diverse holiday offerings under the tagline "Packed Differently." Launched on March 21, 2025, the campaign aims to highlight the family-friendly and luxurious elements of their vacation packages, featuring the return of their beloved brand mascot, 'Happy Bag.'
Crafted by Leo Burnett UK, the campaign consists of three captivating 30-second spots, showcasing 'Happy Bag' accompanied by a whimsical cast of 'British' bags brought to life through innovative puppetry by Arch Model Studios. The filming took place at TUI's luxurious Sensatori Coral Sea resort in Sharm El Sheikh, Egypt, offering viewers a glimpse of the idyllic settings that await holidaymakers.
According to Mark Elwood, chief creative officer at Leo Burnett UK, “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.”
This vibrant campaign will be promoted across multiple platforms, including television, social media, outdoor advertising, radio, and digital displays, tailored to engage the brand’s core audience of package holiday enthusiasts. Sara Ali, TUI UK and Ireland’s director of brand and content, shared, “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.”
Additionally, TUI has identified Kenya as a pivotal new destination, stating it as one to watch in 2025. Kenya offers holidaymakers the chance to see the famed “big five” wildlife in their natural habitat, and it has recently seen a surge in demand since TUI relaunched it in 2023.
Neil Swanson, managing director for TUI UK & Ireland, noted that the “Highlights of Kenya” tour has experienced a remarkable jump of 236% in bookings for Winter 2024/25 and 151% for Summer 2025. “Kenya is an incredible destination offering breathtaking landscapes, diverse wildlife, and rich culture making it a truly unique place to explore,” he elaborated.
Furthermore, TUI is expanding its offerings in Kenya with a new package dubbed “A Taste of Kenya Safari,” which combines the thrill of safari exploration with beach relaxation. Swanson remarked, “It’s clear customers have a real appetite for this destination, so we are currently exploring new ways to enhance our offering such as private safaris or immersive lodge experiences.”
Air travel to Kenya is getting easier, as Kenya Airways plans to launch a new route connecting London Gatwick Airport to Nairobi, commencing July 3, 2025, operating three times weekly, thereby making this stunning African destination more accessible to UK travelers.
The allure of Kenya also lies in its picturesque beaches along the Indian Ocean and rich local cultures. Visitors will discover the UNESCO World Heritage site of Lamu Old Town, as well as exciting excursions like trips to Nairobi National Park and the giraffe centre.
With favorable temperatures ranging from 10°C to 26°C in Nairobi and a warmer 23°C to 35°C along Mombasa’s beaches, the destination caters to a variety of preferences year-round. For those planning to visit, Sun Online Travel reported that 11-night packages on the Highlights of Kenya Tour start from £2,989 per person in April, while the Taste of Kenya Safari has packages starting at £2,092 for 10 nights. Budget-conscious travelers can also find three and four-star accommodations in Nairobi starting from only £35 per person per night.
In conjunction with its marketing efforts, TUI reported a strong financial performance, posting a remarkable 13% rise in revenue to €4.9 billion and an eightfold increase in EBIT to €50.6 million in Q1 2025. These results underscore the continued resilience of the travel sector, even amidst economic uncertainties.
TUI CFO Mathias Kiep acknowledged this growth, stating that the successful refinancing of credit lines reflects the company’s positive operational and balance sheet performance. He further emphasized that TUI is laying the groundwork for profitable growth.
The TUI Group, headquartered in Germany, boasts over 20 million customers and manages more than 400 hotels and resorts along with 17 cruise ships. As it seeks to enhance its market position, the Group is also increasing its focus on sustainable tourism through its TUI Care Foundation, which is committed to creating positive impacts through education, training, and environmental initiatives in 25 countries worldwide.
As Kenya attracts travel enthusiasts and TUI captures the growing demand for unforgettable experiences, the prospects for the holiday market look promising. With innovative marketing strategies and comprehensive travel packages, TUI continues to stand out as a leader in the tourism industry, ensuring more travelers can create lasting memories.
