TUIClient

TUI had a challenge. In a market where family entertainment had become expected rather than differentiating and family holiday choices were being driven by deals, Holiday Villages needed a reason to be chosen, not discounted. 

By tapping into the compelling insight – that parents don’t stop loving rave culture, they just start sharing it – we created a wide-reaching PR campaign that translated into an unforgettable real-world event.  

Celebrating 25 years of iconic floor-fillers Daft Punk, we reimagined the next generation of ravers through ‘Half Punk’, the UK’s youngest DJ tribute act, and launched Ibiza’s first family opening weekender. Data‑led storytelling, bold imagery and social participation turned PR into a bookable experience that made summer 2025 truly unforgettable. 

• 197m reach; 15 nationals, BBC TV, Heat and The Verge 
• +29% consideration, +33% CTR 
• 74% more likely to book TUI after the campaign 

PR made people travel, proving culture first ideas can shift consideration and fill rooms.