TUI’s Christmas Elves Campaign Shortlisted for Four UK Social Media Awards

At TUI, we’re proud to be the world’s leading integrated tourism business, connecting people with incredible experiences across the globe. From flying across continents and cruising the oceans, to exploring amazing destinations, we’re all about making holiday dreams come true. Our amazing colleagues across the globe truly are Makers of Happy, bringing joy and unforgettable moments to millions of customers every year.

The Brand Social Paid team plays a crucial role in running upper-funnel marketing activities. Our focus is on maximising reach and driving buzz around our brand, with the goal of building strong brand awareness and priming the rest of the funnel. We aim to move customers smoothly through their journey by creating social-first, best-in-class content.

We work closely with leading social platforms like Meta to implement a strategic approach that drives meaningful brand outcomes. Through rigorous measurement, and a test-and-learn mindset, we continually optimise our campaigns to deliver uplift in key brand metrics. This innovative and data-driven method allows us to create campaigns that not only engage audiences but also make a measurable impact.

We’re thrilled to share that TUI’s Christmas Elves campaign has been shortlisted in four categories at the UK Social Media Awards 2025:

• Best Use of Social Media for Travel & Tourism
• Best Use of Research & Evaluation
• Best Long-term Strategic Use of Social Media
• Best Use of Paid Social

This recognition is a huge honour, and a true testament to the creativity, innovation, and strategic thinking of our amazing team and partners.

A Campaign That Captured Hearts

Back in 2023, we introduced the Christmas Elves, a playful, heartfelt campaign designed to emotionally connect with audiences during the festive season. Our aim? To win hearts in December and inspire bookings in January.

In 2024, the challenge was clear: How do we raise the bar without a dedicated shoot?
Our solution? An entirely illustrative approach that let the Elves shine in a whole new way, on beaches, adventures, and magical getaways, all without the need for a single filmed scene.

Working with Leo Burnett and Meta, the social storybook assets came to life to support the physical book that customers could send to loved ones during the festive season. A concept to deliver something fresh and standout for social. The result? A campaign that stopped thumbs and sparked smiles.

“If the sight of a 12-inch fuzzy felt Christmas elf doing 20 knots on a windsurfer doesn’t make you want to book a holiday, nothing will,” says Mark Franklin, Creative Director at Leo Burnett. “Amplifying the TUI Elves’ holiday mischief through storybook-inspired social content helped us expand their appeal to an even wider audience this year. We combined rhyming verse with hand-drawn illustration to give the work a classic yet modern feel, playing to our Live Happy brand personality. Being nominated for these four awards is a real honour for Leo Burnett and a true testament to our fantastic partnership with the entire TUI marketing team.”

Driving Results Through Innovation

This was more than just a festive feel-good story. It was a campaign full of firsts:

• Launched the first-ever Buzz Lift Study for Travel in the UK
• Introduced Meta Storyteller to deepen narrative engagement
• Conducted audience targeting tests to improve media efficiency
• Delivered brand lift results that outperformed vertical and regional benchmarks
• Won Meta’s Travel Campaign of the Month for December

By staying focused on measurable outcomes, reach, awareness, and upper-funnel impact, we ensured this campaign didn’t just delight but delivered.

Why This Matters

Being recognised alongside so many other incredible brands is a moment of pride for us. It shows that when creativity meets strategy, great things happen.

At TUI, we believe in connecting people with joy-filled experiences around the world. This campaign is just one example of how our Brand Social Paid team helps bring that mission to life, by blending innovative storytelling with data-driven decision-making.

And the impact of this recognition goes far beyond awards night. As Sara Ali, Director of Brand Marketing at TUI, shares:

“Participating in awards is a great way to acknowledge the dedication that goes into creating brilliant work. It’s not about winning, although that’s always a fabulous bonus. The real benefit lies in recognising the collective effort and success of our teams and partners. It’s incredibly motivating and builds a sense of pride in celebrating our achievements. Beyond this, it allows us to showcase our capability and commitment to continued innovation, which plays a key role in attracting future talent across the industry.”

To us, this nomination means so much. It reflects the dedication we put into delivering campaigns that not only engage and inspire but also drive meaningful results for our customers and the business. It’s recognition that our innovative approach to social media and strategic thinking are making a real impact in the travel and tourism industry.

Thank you to everyone who contributed to this success. We can’t wait to continue creating unforgettable experiences and pioneering campaigns that connect people with the world.

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