A Festive Flight of Fancy: TUI's Elves Take Center Stage in a New Christmas Tale

TUI’s New Christmas Book

This holiday season, TUI and creative agency Leo Burnett UK are adding a touch of magic to their Christmas storytelling tradition. Following the success of their beloved 2023 campaign, Happy Holidays, they’ve introduced an enchanting illustrated children’s book, ‘Twas the Flight Before Christmas. This delightful storybook not only builds on last year’s whimsical narrative but also reimagines the elves’ adventures beyond Santa’s sleigh ride.

From Lapland to the Sun

What happens after Santa takes off with his reindeer? ‘Twas the Flight Before Christmas invites young readers to find out. Written in rhyming prose, the book follows the mischievous elves as they swap snowy Lapland for sunny Mallorca. Through vibrant illustrations, readers can join the elves as they bask in the sun, build sandcastles, and revel in seaside fun. The story highlights the joy of family holidays, a cornerstone of TUI’s brand identity.

Created by Matt Wood and Tom Loveless of Leo Burnett, the book is a colorful celebration of the elves’ much-needed downtime, brought to life through illustrations that capture the magic of sun-soaked escapes.

A Special Keepsake

TUI is making the book widely accessible, with over 16,000 free copies available via its website and stores. Families looking to make the experience even more personal can order customized editions featuring their children’s names on the cover. The storybook is also going international, with a Dutch edition available for families in Belgium and the Netherlands.

Sharing Holiday Cheer

The campaign doesn’t stop at the storybook. TUI’s social media takeovers feature animated elves sharing “holiday elfies” from their Mallorcan adventures. Directed by Carmen Perez, these playful clips expand the elves’ sunny escapades to digital screens.

And for those who missed it last year, TUI’s hit advert, Happy Holidays, is making a triumphant return. The charming 60-second film, set to Ricky Martin’s Livin’ La Vida Loca, will air across TV and cinema, capturing the elves’ sun-soaked antics and their refusal to answer Santa’s calls.

A Magical Message

According to Mark Elwood, Chief Creative Officer at Leo Burnett UK, the storybook offers a glimpse into the elves' downtime, showcasing their joy-filled holiday escapades. Meanwhile, Sara Ali, TUI’s Director of Brand and Content, explains that the book reflects TUI’s core mission: creating moments of happiness for families.

“The story captures the essence of what TUI is all about—creating moments of happiness with loved ones. We hope families enjoy following the elves’ sunny escapes as much as they enjoy their own TUI holidays,” Ali shares.

A Festive Keepsake

With ‘Twas the Flight Before Christmas, TUI transforms the spirit of their advertising campaign into a tangible keepsake. This storybook is more than just a fun read—it’s a celebration of family, joy, and the magic of holiday getaways, all wrapped up in a festive bow.

CREDITS:

Campaign Title: ‘Twas the Flight Before Christmas

CREDITS:

ADVERTISING AGENCY: Leo Burnett

CHIEF CREATIVE OFFICER: Mark Elwood

CREATIVE DIRECTORS: Rob Tenconi & Mark Franklin

SENIOR CREATIVES: Thomas Loveless & Matthew Wood

SENIOR PLANNER: Beth Mackenzie - Senior Planner

MOTION DESIGN DIRECTOR: Carmen Perez Jimenez

SENIOR PROJECT MANAGER: Charlotte Ager

SENIOR ACCOUNT DIRECTOR: Robert Ellen

ACCOUNT MANAGER: Selen Demirel