October 2017
  • Ireland’s leading tour operators, Falcon and Thomson, re-brand as the world’s number one travel company, TUI
  • Multi-million euro integrated marketing campaign reflects global brand status
  • 11 retail stores complete the transition from Falcon to TUI as over 100 retail staff present the new name on the high street

Wednesday October 18th – Today, Ireland’s leading holiday company, Falcon and Thomson, officially becomes TUI after an intensive month-long name change campaign, bringing three decades of experience and knowledge to an aligned, global brand with the unique capability to offer unrivalled choice and flexibility.

The re-brand will be supported by a multi-million-euro integrated marketing campaign to introduce the brand to the Irish public and cement the TUI name. With the strapline ‘We cross the T’s, dot the I’s and put ‘U’ in the middle’, it’s all about putting customers at the heart of the holiday experience, from start to finish.

 Belinda Vazquez, TUI Head of Ireland commented, “Customers have always been at the heart of everything we do and as TUI we will offer more customer choice than ever before.   More choice of destination, more choice of hotel, more choice of cruise ship and more choice of when and how to travel.  We can do this by harnessing a wealth of expertise from across the globe and it is our ambition to innovate the market, inspire our customers and design the flexible, customised, personalised travel experiences holiday makers are increasingly demanding”.

Charlotte Brenner TUI Ireland Marketing Manager said, “As Falcon and Thomson we modernised the package holiday and as TUI we’ll push the boundaries even further.   We have more data than any other holiday company in the world and we want to use this to offer experiences that match individual needs.  That means more personalisation at every touch point.  Recognising that consumer trends and content consumption habits are changing we’ll be investing more in digital content and interactive digital experiences for customers in store. It’s our ambition to create holidays so personalised that they choose ‘you’ and define a new “third way” to travel, combining the ease and convenience of a package holiday with the flexibility and choice of independent travel.  Ultimately we want to transform the Irish travel industry”.


Re-branding under the TUI umbrella has obvious benefits for Falcon and Thomson; with one consistent brand across all territories, Ireland can leverage TUI Group relationships with external partners to extend global footprint and ultimately expand and diversify the offering for customers.   The introduction of new destinations like Austria, Slovenia, Italy and Switzerland and the expansion of a third party flying programme is an example of this.   There will be further growth in the TUI hotel portfolio, offering the best of what is available in other countries to the Irish market.  Investment in the development of exclusive concepts, like TUI Sensatori, TUI Sensimar and TUI Magic Life will also increase with a new TUI Sensatori Resort planned to open in Rhodes next summer.

The high impact, heavyweight marketing campaign will reach nearly 100% of the Irish population via a memorable, all singing, all dancing TV ad, striking out of home posters nationwide, eye catching bus sides in major cities, an attention grabbing digital and mobile advert as well as national print and radio executions.  Add to that significant presence at key transport hubs, sponsorship deals with Today FM and Urban Media and stand out displays in retail outlets and all the components are in place to create optimum awareness for the re-brand.



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