TUI BLUE Hotels campaign

Cross-media branding campaign

TUI BLUE Hotels launched its spring campaign with Saint Elmo's Tourism Marketing and Saint Elmo’s Hamburg.

As a sub-brand of TUI, TUI BLUE Hotels offer modern, high-quality hotel holidays. The global provision spans hotels that are tailored to the requirements of adventurers, adults and families. The For All, For Two and For Families labels help guests to find their perfect TUI BLUE hotel quickly and easily. But how can awareness of TUI BLUE Hotels be raised?


A positive message that brings hope

Background: the emergence of COVID-19 brought the winter season 2019/20 to an abrupt and premature close in March 2020. Due to the uncertainty caused by the virus, demand for summer holidays also plummeted. The Tyrol campaign aimed to attract new guests after travel restrictions were relaxed, tempting them to take a summer holiday in the Tyrol mountains with the positive message of ‘Things are going uphill’. The target group was made up of Austrian and German holidaymakers with an interest in Alpine breaks who were keen to travel in summer 2020.

Cross-media communication mix

The cross-media bumper ads were shown on online and offline channels and attracted a high level of attention across numerous touchpoints.

  • Digital out-of-home coronavirus edition (supermarkets, post offices, pharmacies, etc.)
  • Digital out-of-home standard placement (info screen, station video, etc.)
  • Addressable TV (Pro7, RTL, DMAX, Sport1, etc.)
  • Online: placement via mobile and desktop (Spiegel, Focus, Bunte, etc.)


Verena Feyock
Tel.: +49 89 46 23 72 0

Saint Elmo's Tourism marketing

Saint Elmo's

August-Everding-Straße 25
81671 München

T: +49 (0)89 46 23 72 0

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