Time Out’s Creative Solutions team, alongside EssenceMediacom, has created a multi-platform campaign for TUI Lakes & Mountains to drive awareness for the tour operator’s offering and encourage its audience to get away from mainstream getaways and explore a new side of Europe. The bespoke campaign puts a spotlight on lakes and mountains as a travel trend, highlighting TUI Lakes & Mountains destinations such as Italy’s Lake Garda, the Austrian Alps and North Macedonia.
The 360-degree partnership content taps into Time Out’s expert curation and leverages all of Time Out’s channels including branded content across timeout.com with digital features on the travel trend to enjoy a more authentic taste of Europe instead of traditional holiday hotspots, articles with expert-curated travel guides on TUI Lakes & Mountains destinations and a competition page with a chance to win a TUI Lakes & Mountains holiday. Furthermore, TUI Lakes & Mountains will be sponsoring three “48-hours in” social videos across the Time Out London and Time Out Travel Instagram channels – an inspiring video format unveiling the hidden gems of three TUI Lakes & Mountains destinations, fronted by Time Out’s local experts. All this is complemented by social traffic drivers on Instagram and Facebook as well as newsletter integrations.
In addition to the digital campaign elements, Time Out has also developed a programme of Live Events featuring Time Out curated summer pop-up sessions, bringing the TUI Lakes & Mountains experience to urban doorsteps in London. In August, a ticketed paddleboarding event inspired by Austria’s Lake Zell took place at St. Katherine’s Dock and a prosecco & painting class inspired by Italy’s Lake Garda will take place on 20 September at Shoreditch Tree House and for which tickets could be bought at timeout.com - a sell out sensation already!
Wayne Mensah, Director, Creative Solutions UK at Time Out said: “Our Time Out audience is experience-hungry and love to be ahead of the curve when it comes to travel – discovering the undiscovered in an authentic way is what makes our readers tick which is why they come to us for inspiration. Teaming up with TUI Lakes & Mountains is a great way to show our audience how to escape the hustled and bustled European hotspots and instead explore destinations they might not have previously considered. The bespoke campaign we created for our partner combines all of our digital channels as well as Live Events to reach our audience and inspire them to explore a different side of Europe.”
Ellie Eyles, Head of Marketing at TUI Lakes & Mountains added: “We are delighted to be working with Time Out on this fun, engaging and inspiring campaign to position TUI Lakes & Mountains as an alternative to traditional European holidays at the heart of which is a more authentic experience packed with adventure, beauty and cultural immersion – which we know the Time Out audience and our customers love.”