Thomson has unveiled a new marketing campaign called Discover Your Smile.

Miles the Bear 1


The campaign puts an emotive brand story behind the TUI smile logo with the aim raising the profile of the TUI smile.

The new campaign builds on ‘Simon the Ogre’, which introduced the premise that a unique Thomson holiday has the power to transform you back into the best version of yourself.

This year, the TV advert tells the story of a well-loved bear called Miles who has been ground down by everyday life and is stuck in a routine. Miles is noticeably missing his smile before he’s whisked off on a Thomson 787 Dreamliner to the Sensatori Resort, Jamaica where gradually his smile is restored by the luxurious surroundings, fine dining and indulgence of a swim up room.

Set to William Shatner’s version of the song Bohemian Rhapsody, the sixty second film debuted during ITV’s X Factor on September 20, as well as in cinemas across the country from September 19. A 30 second version will be broadcast throughout September and October before returning to screens at Christmas. Further iterations of the story are due to follow in the New Year.

The campaign hashtag is #mademesmile.

Jeremy Ellis, marketing & digital director at Thomson, said: “Our new customer promise ‘Discover Your Smile’ emotively sums up what the Thomson brand stands for across everything we do, and is perfectly reflected in our iconic smile logo. We believe that a great experience can bring back the very best version of you, which is ultimately what people want from a holiday.

“The story of Miles the Bear really brings that sentiment to life, powerfully introducing Discover Your Smile and raising the profile of our very own smile. Our exclusive concept hotels like Sensatori, Couples and Family Resorts, state-of-the-art 787 Dreamliners and years of expertise and friendly service provide genuine reasons to believe and demonstrate that Thomson really is the brand to help customers discover their smiles.”

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