Years of travel experience and an obsession with social met to win this TUI pitch for Tag. Showcasing how I can make difficult (i.e. boring, or otherwise mid-funnel) messaging engaging across social. TUI came to Tag, with a request-for-pitch, to turn an existing campaign: Happy Bags, and translate it into content that told their mid-funnel stories. (Local airports, Adults Only, 24/7 support)

I pitched a range of ideas, from concepts and activations to ongoing social content streams. Ultimately, Bag Reviews—a playful take on the iconic green screen review format—was the winning idea, selected to bring TUI’s core messages to life in a relatable, engaging way.

The pitch secured two photoshoots and resulted in social-first creative that transformed TUI’s "boring" day-to-day messages into compelling content. Leading the pitch allowed me to guide the team in developing cohesive content streams while drawing on my expertise in the travel industry and storytelling for tour providers.