Using consumer research, TUI revealed that we’d become a nation of ‘play-it-safe’ holidaymakers, with under half of parents admitting to holidaying in the same place every year because they’ve run out of inspiration. ​

We were tasked to inspire parents with exciting new holiday choices and the solution was closer to home than first thought with 53% of parents revealing their kids were responsible for helping to plan a family holiday. ​

To harness the spirit of their child’s imagination, TUI launched a kid-inspired make-over of two stores – TUI Paddling Pool (Liverpool store) and TUI Sandcastle (Newcastle store). For two days only kids were in the booking seat, able to let their imaginations run wild and plan their dream holiday.