TUI – Holiday Hotline — Holiday Hotline

We all love a holiday, but how do you decide where to go when everyone has their own idea of the perfect getaway?

Working alongside our pals at Guardian Labs, we helped bring TUI’s Holiday Hotline campaign to life – a social-first branded campaign built around the idea that every great holiday starts with a compromise.

Featuring Staying Relevant hosts Sam Thompson and Pete Wicks, the campaign saw real couples, friends and families bring their holiday dilemmas to the ‘Holiday Hotline’ walk-in, with Sam and Pete on hand to stir up debate and help uncover the winning recommendations from TUI’s holiday experts. The films needed to feel warm, spontaneous and genuinely entertaining – capturing the chemistry between Sam and Pete, the banter between couples, and those relatable moments everyone recognises from travelling together.

We designed and built the Holiday Hotline set inside a real TUI store, casting real-life couples and contributors to help keep interactions natural, reactive and human. Our approach allowed conversations and banter to drive the storytelling while building a colourful, holiday-inspired world rooted in TUI’s brand energy. The result felt social-first, entertaining – blending branded content with the tone and spontaneity audiences already associate with Staying Relevant.