TUI is carrying out a major marketing campaign for Thailand in central Stockholm from 15–17 September. The campaign combines digital outdoor advertising with facade projection, food service and a physical activation on Engelbrektsplan. According to TUI, it is one of the company's largest brand activations in Sweden in several years.
The initiative is part of TUI's winter campaign and is concentrated in the area around Engelbrektsplan, Birger Jarlsgatan and Stureplan.
At Engelbrektsplan, the tour operator will place a food truck serving pad thai free of charge. There will also be music and representatives from TUI.
At the same time, a facade on Birger Jarlsgatan is used to project campaign material, while digital advertising spaces at Stureplan are used to lead visitors to the activation.
Combines digital advertising with physical activation
TUI describes the arrangement as a way to connect digital outdoor advertising with a physical marketing activity.
Social media is also used to drive traffic to the site and to spread content from the campaign.
– We haven't done a major brand activation with an emotional message in a while in Stockholm. That's why it feels extra fun to now create something that people can actually step into and experience, says Lisa Rönnberg, Nordic Marketing Manager at TUI.
The campaign will run from September 15th to 17th between 6 pm and 9 pm.
Thailand part of the winter offer
Thailand is part of TUI's long-haul offer during the winter season. The tour operator offers direct flights to Krabi and Phuket with TUIfly Nordic.
The marketing initiative in Stockholm is being carried out under the concept "Experience Thailand with TUI" and, according to the company, aims to strengthen the connection between TUI and Thailand as a travel destination.
