LIVE HAPPY MAGAZINE
Two editions per year | Creative, design-led publication
Project: Creating a visually engaging in-flight and in-store magazine that showcases expert-led content and our incredible imagery.
It reflects customer interests, supports trading priorities, and meets the high expectations of a diverse audience. It includes new and exciting content as well as familiar featured articles like packing guides and 'Wheres hot when'.
Process: A collaborative, design-led process from ideation to print. We begin with workshops to brainstorm ideas based on travel trends, design inspiration, and commercial priorities. The process takes months and involves managing multiple stakeholders, aligning with brand, design and editorial guidelines, and responding to customer feedback.
Prototype pages are designed on the fly, presented back then taken away and developed into full page designs. Each publication involves commissioning illustrators and both destination and studio photoshoots.
Touchpoints: The magazine is available on all TUI aircraft, in retail stores, and online.
Stats: The magazine consistently receives strong customer feedback and outperforms competitor publications in look and feel, quality of information, and positioning TUI as the travel expert. Research shows it introduces customers to destinations they hadn’t previously considered, provides new and useful information, and inspires further exploration — both online and in-store. It plays a key role in reinforcing TUI’s role as a trusted holiday provider.