The UK‘s leading travel brand TUI has teamed up with Capital Breakfast with Jordan North, Chris Stark and Siân Welby to create a campaign that combines live radio with epic holiday giveaways and a brand experience at London Gatwick where for one day, its North Terminal was renamed “the Jordan North Terminal”.
Designed to build buzz and brand consideration for TUI by bringing its “Gives You More” proposition to life, the campaign began as a playful story on Capital Breakfast when Jordan returned from a summer holiday with TUI last month. From there, the presenters gave a call-out inviting listeners to suggest “guerrilla marketing ideas” to help the show appear in the real world in “big, unexpected ways.”
Texts and calls flooded in with brilliant ideas and one suggestion sparked particular excitement – a Capital Breakfast takeover at London Gatwick’s North Terminal. And with that, the idea of the Jordan North Terminal was born.
As the week progressed, the idea of a Capital Breakfast takeover at London Gatwick’s North Terminal gathered momentum, before becoming a reality thanks to TUI, and a call into the show from MD, Neil Swanson.
WATCH HERE – TUI’S CEO ON CAPITAL BREAKFAST
The campaign culminated with a live broadcast from London Gatwick. During the show, the campaign’s holiday winners took part in a finale at the TUI check-in desks, where one lucky listener won £10,000.
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Corinne Carter, TUI UK’s Head of Marketing Communications and Campaigns said: “This partnership has been created to deliver more than a conventional sponsorship or giveaway, using an evolving on-air narrative to turn a listener suggestion into a national radio moment with a real-world outcome. By grounding the idea in the personality of Jordan North and the warmth and spontaneity of the Capital Breakfast team, the campaign has delivered scale, talkability and a clear brand association.
“We’ve absolutely loved working with Global, London Gatwick and EssenceMediacomm to create such an entertaining, multi-platform campaign. It’s a brilliant example of how TUI shows up for customers in fun, unexpected and memorable ways, bringing our TUI Gives You More proposition to life. It’s all about enhancing the holiday experience from start to finish and giving customers even more reasons to have the time of their lives. And judging by the smiles at the Jordan North Terminal, these winners are already getting plenty more from their holiday before they’ve even taken off.”
“Capital Breakfast is built around big personality, big ideas and brilliant listener moments, so this campaign was a perfect fit.
What started as a fun on-air conversation grew into an unmissable multi-platform activation – combining storytelling, competition, live broadcasting and an ambitious stunt to create something that listeners will remember.”
Mike Gordon, Global’s Chief Commercial Officer
In collaboration with Global and London Gatwick, TUI UK’s media agency, WPP Media’s EssenceMediacom, supported the campaign’s creation, planning and execution.
Jamie Higginson, SVP, Clients, at WPP Media’s EssenceMediacom, said: “At EssenceMediacom, we’re always striving to push the boundaries of media creativity and help turn brand strategy into unforgettable cultural moments. Seeing the ‘Jordan North Terminal’ become a reality at London Gatwick is a testament to what can be achieved when bold clients, creative media partners, and great storytelling align.”
Gary Fozzard, Senior Campaign and Brand Manager, London Gatwick said: “At London Gatwick we’re always looking for new and engaging ways to enhance our passengers’ journeys, so we were delighted to work with TUI and Capital Breakfast to bring the Jordan North Terminal to life. This creative campaign has transformed our North Terminal into a memorable stage for our passengers and Capital listeners, combining the excitement of live radio with the anticipation of heading off on holiday. It’s been fantastic to see the energy and enthusiasm the broadcast has generated across the airport, and we’re proud to have played a part in delivering such a unique experience for TUI passengers.”
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