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TUI France has enlisted bluelemon to promote its new summer 2025 offerings in Greece* through UGC content shared as dark posts on Instagram to generate interest and boost brand awareness. While there is plenty of content during the season (influencer content, on-site UGC), the real question was: how to maintain a presence off-season? We supported TUI France with creative ideas designed to extend the fun spirit of its clubs through unconventional formats, ensuring the brand remains top of mind all year round. *Marmara and Lookéa Clubs – Crete, Araxos, Corfu
media budget
user-generated videos
• Build engagement around well-known destinations.
• Create authentic and immersive content to appeal to people aged 18–45.
• Maximize impact with a limited media budget.
• Development of 5 UGC concepts centered on the Greek experience.
• Selection and coaching of creators who align with the target audience.
• Production, editing, and distribution of videos as dark posts.
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