TUI: Sushi Conveyor Belt

Credits:

Advertising Agency: JUNG von MATT GERMANY, GERMANY
Date Of 1st Implementation: 01/03/2005

Fabian Frese Jung von Matt Texter
Deneke von Weltzien Jung von Matt Creative Partner
Oliver Voss Jung von Matt Creative Partner
Nils Eberhardt Jung von Matt Art Director

Communication Goals
TUI is Europes biggest tour operator. To most people TUI is known for offering complete holiday packages. But besides this service they also offer worldwide flights. The goal was to bring this service to the attention of TUI customers.

Media Strategy
Our target group loves surprises and things they have not seen before. So we spoke to them at a place they least expected: on the treadmill of a Sushi restaurant. The exotic Asian atmosphare of these restaurants makes customers feel like being on a one-hour holiday. Perfect conditions to convince them of a real trip to Asia.

Creative Executions
In many Sushi restaurants customers are sitting in front of a conveyer belt that is packed with small dishes so the customers can take a look at the dishes passing by and pick the plate they want. Miniature suitcases were placed on these conveyer belts, so they were moving around just as on a luggage conveyor belt at the airport. On the suitcases guests could read TUI´s special offer for a flight to Japan, the motherland of Sushi.

Media Effort
The suitcases were installed in several big Sushi restaurants in Germany's main cities.

Value For Money
The days following the campaign several newspapers wrote about this very funny and unconventional idea. TUI was recognised as very sympathetic and innovative. And last, but not least, as a tour operator with excellent flight offers.