Cedar, which saw off the challenge of an undisclosed number of agencies to land the business, will be given the task of producing a 68-page, tri-annual magazine intended to reinforce the "World of TUI branding which is being rolled out across the group. The first issue of the magazine will be mailed to customers of Thomson and the fellow TUI holiday brand Lunn Poly in September this year.
"A customer magazine will give us the opportunity to talk about our holidays in a format holidaymakers can relate to, Carolyn Hardy, TUI's direct marketing manager, said. "Cedar displayed a crucial mix of creativity, target audience understanding and access combined with market insight which will help us to focus on the increasingly sophisticated needs of today's holiday market."
The award of a TUI UK publishing contract follows the appointment of WCRS to the centralised advertising account for Thomson and Lunn Poly earlier this month. WCRS triumphed in a pitch against Abbott Mead Vickers BBDO, the Thomson incumbent agency, HHCL & Partners, and Mustoe Merriman Levy, the incumbent on TUI's Skytours business. WCRS had previously handled the Lunn Poly account.
"The TUI branding is being rolled out across brochures, shops and planes in the UK and overseas, Hardy said.
Separately, Cedar has picked up the publishing contract for The Chartered Insurance Institute's bi-monthly magazine, The Journal. The magazine is being outsourced to a customer publisher for the first time.