FACEBOOK FARAWAY PLACES by Jung Von Matt/Limmat Zurich for Tui

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FACEBOOK FARAWAY PLACES

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Industry Travel Agencies, Tour Operators & Travel Services
Media Promo & PR
Market Switzerland
Agency Jung Von Matt/Limmat Zurich
Executive Creative Director Alexander Jaggy
Creative Director Michael Rottmann
Art Director David Hanselmann
Copywriter Samuel Christ
Released November 2010

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: TUI
Product/Service: TRAVEL AGENCY
Agency: JUNG von MATT/LIMMAT
Date of First Appearance: Nov 11 2010
Entrant Company: JUNG von MATT/LIMMAT, Zürich, SWITZERLAND
Entry URL: http://cannes.jvm-cases.ch/tui/
Executive Creative Director: Alexander Jaggy (Jung von Matt / Limmat)
Creative Director: Michael Rottmann (Jung von Matt / Limmat)
Art Director: David Hanselmann (Jung von Matt / Limmat)
Copywriter: Samuel Christ (Jung von Matt / Limmat)
Social Media Consultant: Oliver Vedolin (Jung von Matt / Limmat)
Digital Senior Project Manager: Marion Marxer (Jung von Matt / Limmat)
Media placement: Facebook Places - Mobile phones - 11 November 2010

Describe the objective of the promotion.
The promotion of current offers for various TUI holiday destinations.

Describe how the promotion developed from concept to implementation.
In October 2010, Facebook launched its new “Facebook Places”. With this, anyone can simply communicate where he/she is currently staying. TUI is using the hype for its own purposes and is showing its faraway TUI affiliate locations with prices on Facebook, instead of just an emblem.

Explain why the method of promotion was most relevant to the product or service.
Where users expected to find ordinary places, they were surprised to be confronted with holiday places, in the direct vicinity of TUI branches.

Describe the success of the promotion with both client and consumer including some quantifiable results.
After an operating loss in 2009, TUI Switzerland made a profit once again of 5.3m francs during the last business year. The Facebook campaign was not the only reason for this, but it was one element in a whole range of many turnaround measures.