LONDON, UK — Global travel and leisure company TUI and creative agency Leo Burnett UK are bringing a new chapter to its Christmas storytelling with ‘Twas the Flight Before Christmas, an illustrated children’s book which continues the magic of TUI’s 2023 Christmas advert, “Happy Holidays.”
Building on the storyline introduced in “Happy Holidays,” the book explores untold Christmas stories – what happens to the Elves after Father Christmas flies off to begin his deliveries? Written in rhyming prose designed to capture young imaginations, ‘Twas the Flight Before Christmas takes readers on a magical journey with the elves as they swap snowy Lapland for sunny Spain, embarking on a TUI holiday filled with cheeky mischief and seaside fun.
Created by Leo Burnett senior creative team Matt Wood and Tom Loveless, the book transports readers to Mallorca, brought to life through vibrant illustrations. From “relaxing, kicking back, and looking cool” to “building sandcastles together in the beautiful sunny weather,” the story captures the joy of family holidays, TUI-style.
Over 16000 free copies of ‘Twas the Flight Before Christmas will be available through TUI’s website and stores. For a personalized touch, families can order limited-edition copies featuring children’s names on the cover on TUI’s website, from December 03.
A Dutch edition of the storybook will also be available for families in Belgium and the Netherlands.
The book will be promoted through social takeovers including animations with the illustrated elves sharing “holiday elfies” from their beach adventures, brought to life by Motion Design Director Carmen Perez.
Alongside the storybook launch, TUI and Leo Burnett will reprise Happy Holidays for its second holiday season. The 60-second film, which was TUI’s first ever Christmas ad, shows the elves boarding a TUI flight and enjoying a sun-soaked fun holiday so much they even ignore a call from the big boss, Santa himself. The much-loved film, set to the soundtrack of Ricky Martin’s iconic summer track “Livin’ La Vida Loca,” will rerun across TVC and Cinema until the New Year.
Mark Elwood, Chief Creative Officer at Leo Burnett UK, said: “In ‘Twas the Flight Before Christmas we’re peeling back the curtain on the elves’ much-needed downtime. It’s a joy to see our elves trading in their workshop for a TUI Holiday once again. We’re offering families a fun glimpse into the elves’ off-duty antics beyond the North Pole.”
Sara Ali, Director of Brand and Content at TUI UK & Ireland, added: “After seeing how much joy ‘Happy Holidays’ brought to families last year, we’ve loved the opportunity to extend the elves’ adventures further with a physical storybook, ‘Twas the Flight Before Christmas. The story captures the essence of what TUI is all about – creating moments of happiness with loved ones. We hope families will enjoy following the elves’ sunny escapes as much as they enjoy their own TUI holidays. It’s been rewarding to create a keepsake gift which children can cherish, and which can represent their own joyful holiday memories.”
UK customers can order a free personalised copy of ‘Twas the Flight Before Christmas, at: www.brochures.tui.co.uk/christmasbook
Credits:
Campaign Title: ‘Twas the Flight Before Christmas
ADVERTISING AGENCY: Leo Burnett
CHIEF CREATIVE OFFICER: Mark Elwood
CREATIVE DIRECTORS: Rob Tenconi & Mark Franklin
SENIOR CREATIVES: Thomas Loveless & Matthew Wood
SENIOR PLANNER: Beth Mackenzie – Senior Planner
MOTION DESIGN DIRECTOR: Carmen Perez Jimenez
SENIOR PROJECT MANAGER: Charlotte Ager
SENIOR ACCOUNT DIRECTOR: Robert Ellen
ACCOUNT MANAGER: Selen Demirel
ACCOUNT EXECUTIVE: Ruben Forde
TUI:
DIRECTOR OF BRAND & CONTENT: Sara Ali
UK SENIOR BRAND MARKETING MANAGER: Corinne Carter
UK BRAND MARKETING MANAGER: Alexandra Reed
