Best PR Strategic Campaign.
The winning entry was for ‘Here to Help’ by TUI Travel UK. This entry receives a Silver award.
When the news broke that XL had collapsed, TUI’s PR department worked through the night to spread the word that it was helping with the rescue of thousands of stranded tourists. It also promoted itself as an ATOL protected company.
Putting in those extra hours meant TUI got earlier press coverage than its rival companies. In just three days, they did 50 interviews on national TV and radio.
If the company had paid for this kind of coverage, it would have cost them around £1.5 million whereas the only outgoings were the cost of transport to TV and radio studios. And, presumably, quite a few coffees!
