Rope pulling – TUI Belgium 2016 | Clapboard Ad Archive

60

Rope pulling - TUI | Clapboard Ad Archive

Rope pulling for TUI, conceived by Flexus and launched in Belgium in 2016, transformed the rebranding of Jetair to TUI into a visually arresting experiential activation for the travel and leisure sector. The campaign’s central conceit—TUI employees physically hauling a rope to propel the brand into a new era—eschews both the well-trodden narrative arc and overt product demonstration, confidently aligning instead with what Clapboard’s 12-format taxonomy classifies as FORMAT#9—Symbolize the Benefit. By staging a literal display of collective effort and forward momentum, the campaign presented the brand transition as an act of unified strength and inevitable progress, using muscular staff as living symbols of reliability and renewal for Belgian travelers. This live enactment directly addressed consumer concerns surrounding change by making the transformation both tangible and inclusive, inviting audiences to witness and share in the moment. Flexus’s focus on a singular, potent visual device avoided the pitfalls of overcomplication and communicated the brand narrative in a way that both honored Jetair’s legacy and projected TUI’s global ambition. The medium—experiential performance—resonated within a market conditioned by years of comparably transactional communication from key competitors such as Thomas Cook, Sunweb Group, Expedia, and KLM, who tend to highlight convenience, technology, or legacy over immediate, human-centered symbolism. TUI’s insistence on a memorably physical spectacle offered a break from price-led or purely rational claims, making the emotional stakes of the rebrand explicit through the device of teamwork and visible effort. As a result, the campaign reinforced TUI’s position as a forward-thinking, people-powered travel partner without diluting its heritage of trust and dependability—a vital positioning pivot in an industry marked by consolidation and omnichannel disruption. The campaign earns 60/100 in Clapboard’s global creative archive. For an industry preoccupied with making transitions seamless, Rope pulling is a reminder that progress can be publicly claimed as a shared act and that the most resonant brand transformations are those made engagingly visible for all stakeholders.

Credits

Client

TUI

Agency

Flexus

Creative Director

Sebastien Van Reet, Ken Callebaut

Copywrite

Dirk Raemaekers

Account Management

Katelijn Van De Vijver

Production House

Blueduck

Director

Dieter Cottenies

Category Mind Map

48%

The campaign "Rope pulling," developed by Flexus for TUI Belgium in 2016, serves as an experiential activation marking the official rebranding of Jetair to TUI. The central brand proposition emphasizes a clear message of transition and renewal, positioning TUI as a refreshed and dynamic travel partner ready to embark on a new era. By physically visualizing this shift through TUI employees engaging in a literal rope-pulling action, the campaign conveys a sense of collective effort, strength, and forward momentum, reinforcing the brand’s commitment to progress and customer-centric transformation in the transport and travel sector. From a market strategy perspective, the campaign leverages the insight that rebranding efforts benefit from tangible demonstrations that involve audiences emotionally and visually. Targeting the Belgian travel market with a performance-driven, experiential approach aligns with consumers’ expectations of transparency and authenticity during brand changes. The selected creative angle—using muscular employees to symbolize the brand pulling the future forward—aims to humanize the transition and foster a connection with existing Jetair customers while intriguing potential new users. Given the campaign’s single media asset focus and modest engagement metrics, it suggests a strategy aimed primarily at awareness and internal reinforcement of the brand story rather than wide-scale audience activation. Overall, the campaign reflects a calculated effort to communicate stability and evolution simultaneously, tapping into the cultural context of a trusted travel provider entering a modern phase.

FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact. This campaign, “Rope pulling,” leverages symbolic action rather than a literal demonstration or a problem-solution narrative. The description reveals that “several muscular TUI employees literally pulled the new era into motion,” making use of the exaggerated, performative act of rope pulling to symbolize the brand transition from Jetair to TUI. The “performance” genre and experiential approach reinforce that the focus is on a memorable, symbolic spectacle signifying the benefit of TUI’s renewed strength and progress, not a story-based resolution or comparative message. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Thomas Cook – Market Positioning Thomas Cook positions itself as a comprehensive travel service provider offering all-inclusive holiday packages at competitive prices. It emphasizes convenience, reliability, and a broad portfolio of destinations, appealing to families and budget-conscious travelers seeking hassle-free vacations. 2. Expedia – Market Positioning Expedia focuses on digital convenience and extensive choice, positioning itself as an online travel agency that empowers customers with user-friendly tools to customize flights, accommodations, and experiences. It leverages technology and data-driven personalization to appeal to independent and tech-savvy travelers. 3. Jetairfly (now TUI fly Belgium) – Market Positioning Jetairfly differentiates by offering affordable charter and scheduled flights focused on European and Mediterranean destinations. It integrates low-cost flight options with vacation packages, targeting price-sensitive leisure travelers looking for flexibility and value. 4. KLM Royal Dutch Airlines – Market Positioning KLM leverages its longstanding reputation for quality service, reliability, and extensive global network. It positions itself as a premium full-service carrier offering comfort and connectivity, appealing especially to business travelers and discerning holidaymakers seeking superior in-flight experience. 5. Sunweb Group – Market Positioning Sunweb Group specializes in affordable, package holiday solutions focusing on sun and beach destinations. It emphasizes simplicity, value for money, and tailored offers primarily through direct online sales, targeting young families and budget-conscious travelers seeking straightforward booking.

Q: What is Rope pulling about? A: Rope pulling is a professional campaign created by the agency Flexus for TUI in Belgium, launched in 2016. The campaign was designed as an experiential activation to mark the official rebranding of Jetair to TUI. Central to the creative idea was a live event where muscular TUI employees physically pulled a rope, symbolizing the brand’s transition into a new era. This performance-driven approach was aimed at visually and emotionally engaging the Belgian travel market, reinforcing TUI’s refreshed identity and commitment to progress in the transport and leisure sector. Q: What creative device does Rope pulling use? A: Rope pulling employs the Symbolize the Benefit format, as classified by Clapboard’s 12-format taxonomy. This approach uses symbols or exaggerated visuals to represent the product’s positive impact, rather than relying on literal demonstrations or problem-solution storytelling. In this campaign, the act of TUI employees pulling a rope serves as a performative metaphor for the brand’s transition from Jetair to TUI, visually communicating strength, teamwork, and forward momentum to the audience. Q: What is the campaign proposition for Rope pulling? A: The campaign proposition for Rope pulling centers on communicating TUI’s transition from Jetair with a message of renewal and progress. By staging a tangible, collective action, TUI positions itself as a dynamic and customer-focused travel partner ready to lead in a new era. The strategy targets Belgian travelers, emphasizing transparency and authenticity during the rebranding process. This approach aims to reassure existing Jetair customers of continuity while attracting new audiences by highlighting TUI’s commitment to stability, evolution, and enhanced service within the travel and transport category. Q: How does Rope pulling rank in Clapboard's archive? A: Rope pulling holds a Clapboard Campaign Score of 60/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. Q: Who are the competitors in TUI's category? A: In the travel and leisure sector, TUI faces competition from several key brands. Thomas Cook is positioned as a comprehensive provider of all-inclusive holiday packages, appealing to families and budget-conscious travelers. Expedia emphasizes digital convenience and personalization for independent, tech-savvy customers. Jetairfly, now TUI fly Belgium, focuses on affordable charter and scheduled flights with flexible vacation options for price-sensitive leisure travelers. KLM Royal Dutch Airlines targets business and premium holidaymakers with a reputation for quality service and a global network, while Sunweb Group offers straightforward, value-driven package holidays primarily to young families and budget travelers seeking sun destinations.