TUI: Creating a pocketful of sunshine for Summer ‘24

As a trusted TUI partner for the last 14 years, we’ve worked to continually refresh their range of brochures for travellers across the UK, Europe and Morocco. For Summer 2024, we were tasked with an exciting new challenge: revamp the brochure and seat pocket to make them more enticing and convenient for passengers and crew.

Our overall goal was to make the in-flight journey feel like an extension of the holiday experience – so we enlisted the talent of STM CREATE and the Eat & Breathe team to elevate the visual appeal and functionality of both touchpoints.

Perfecting the pocket: Exploring a variety of shapes, sizes, and finishes, STM CREATE worked with TUI to develop the ideal seat pocket set-up, which was tested on board for Summer 2024. The new design gave each piece of literature its own designated place, with clear markers displaying what’s inside. This organised system made things easier for passengers, and helped the crew quickly identify if any elements were missing.

A fresh approach to photography and design: Instead of retouching images shot on plain backgrounds, we embraced the potential of virtual production to shoot products against backdrops on digital screens. This new approach sped up production by eliminating travel and gave us the freedom to make instant improvements. The photography combined with a fresh new layout and modular design for a smoother, more engaging flow (while staying in TUIs style guidelines). And the final result was stunning, vibrant materials that brought those holiday vibes. ​

The redesigned seat pocket streamlined the in-flight experience to benefit both passengers and crew – while the innovative approach to the summer brochure delivered vibrant visuals that resulted in a real summer refresh across all literature. We’re already planning tweaks to refine the next round of seat pocket production, and look forward to continuing to work with TUI to enhance their in-flight materials, year after year.