TUI
Mumsnet content firmly positioned TUI as the go-to holiday service for families
“Working with Mumsnet, we know we can reach our target audience when they are actively researching their holiday making it perfect for our early bookers campaign. We were pleased with their engagement and editorial products which drove high dwell with the brand, engagement and clicks.”
- TUI (2023)
Brief in brief
Drive consideration of TUI with families who are early bookers of package holidays
Opportunity
Despite the cost of living crisis, families prioritise saving for holidays but they seek value for money and place greater importance on thorough research - making booking in advance a perfect solution for them.
Partnership overview
We helped TUI not only reach the wealth of users actively researching family holidays on our platform but we also made TUI the go-to authority on Mumsnet for all things family travel. Using a blend of an Ask the expert, an editorial and a competition to get potential customers engaging with the brand during their research phase.
Results
The competition received 9,202 entries (+360% KPI):
Highlighted key brand messaging whilst incentivising our users to engage with TUI by offering a chance to win £2,000. This generated 9,202 entries and 3,484 opt-ins, delivering valuable data.
Brand-led editorial achieved 7.45% CTR:
We created this content page to position TUI as the go-to travel expert, helping Mumsnet users find the perfect holiday for their family in 2024. This led to a very high dwell time of 02:07 minutes.
Increase in use likelihood:
Those exposed to the TUI campaign were 7pp (12%) more likely to say that they’re likely to use TUI for a holiday in the future. 4 in 5 (79%) of those who also recalled campaign activations said they would be likely to use TUI for a future holiday, an uplift of 21pp (37%) vs pre campaign.
