After a long, successful history of delivering vacation experiences for children up to 12 years of age, TUI Nordic realized that the existing concepts based on Bamseklubben and Super kids had become outdated. The quality of the content was poor and varied between destinations. What’s more, TUI Nordic lacked a common strategy for delivering on the company’s promise to their most important target group – families with children.
True Stories developed a common strategy platform for delivering TUI Nordic’s promise to families with children up to 17 years of age. In line with the strategy platform “Together”, True Stories created new brands and content for three Blue Village concepts and two Blue Star concepts, including Bamseklubben, Fun Break, The Hangout, Family activities and Play Hotel.
Instead of a tactical, generic child-care service without a theme, children can now look forward to a storytelling-based experience with a clear purpose, and an adventure for the entire vacation. Older siblings were taken seriously with content on their level, creating inspiring experiences and lifelong memories. With centrally designed content, TUI Nordic can now effectively and consistently communicate the company’s promise to their target group, control content quality and work with staff satisfaction in a proactive way. These successful concepts are continuously being developed and expanded – and are at the heart of TUI Nordic’s offering.