TUI backs online Budget Holidays with £2m activity

Daniel Rogers

July 03, 2003

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TUI backs online Budget Holidays with £2m activity

TUI Thomson, the UK's biggest travel group, is ploughing £2m into promoting its online operator brand Budget Holidays over the next two months with activity including guerilla marketing stunts.

The campaign is TUI's biggest marketing campaign since backing Lunn Poly at the start of the year. ��pk10s manager Chris Meeke is using a combination of price-led ads, guerilla marketing and online promotion to build the brand, which he believes can become the easyJet of package holidays. "We want Budget to become the internet holiday company. It's smart rather than cheap," said Meeke.

TUI created Budget Holidays in the spring (Marketing, March 6), but the planned marketing campaign was delayed due to the slump in travel at that time.

Now TUI is ready to back the brand with a guerilla marketing campaign through Cunning Stunts.

It will see giant baggage labels hung on famous landmarks around the country and across high streets.

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Marketing