The crisis began after a Japanese airline was forced to make an emergency landing earlier this week due to a perceived battery fault and "burning smell".
All Nippon Airways and Japan Airlines responded by grounding their Dreamliner fleets, before all global aviation authorities ordered the planes be taken out of service until the problem has been rectified.
TUI-owned tour operator Thomson launched a £5.5m campaign last year to highlight the introduction of Dreamliner aircraft in May, focusing on the "cutting-edge" in-flight entertainment systems and noise reduction offered by the new planes.
In spite of the current crisis, a Thomson spokesman insisted the travel company is "not planning to make any changes to [its] Dreamliner marketing at this time".
At the time of the campaign launch last year, Jeremy Ellis, marketing director at TUI, claimed the Dreamliner aircraft is set to "set to innovate our holidays and change the way we travel".
Thomson will begin Dreamliner flights from Glasgow to Mexico and Florida from May.Follow @alex_brownsell
This article was first published on marketingmagazine.co.uk
Technological innovations are everywhere, and while we may hear about a number of fascinating new developments, few will actually truly define the future of retail. Considering the changing landscape, technology is irrelevant if you don’t first understand both the behaviours and motivations of consumers in a hyper-connected, multi-channel world.