LOY. AGENCY
EMBEDDING BRANDS IN CULTURE
LOY. Agency and TUI co-created a new chapter in brand storytelling – merging music, travel and emotion into one authentic narrative. With Swiss artist Bligg as the brand’s voice, TUI became more than a travel company: a brand that connects culture, attitude and experience.
– Strategic Concept Development
– Collaboration Curation & Matchmaking
– Brand & Talent Partnership Management
– Story Activation & Campaign Support
– Brand Advisory & Cultural Positioning
TUI aimed to go beyond advertising – to tell a story that moves people and redefines travel as a cultural experience. The goal was to create emotional depth and authenticity, positioning the brand as an enabler of discovery and inspiration. The challenge was to design a concept that holds strategic relevance and creative power for both brand and artist.
LOY. Agency developed the concept from scratch, curated Bligg as the artistic partner and shaped the entire narrative around music and travel. The collaboration established TUI as a brand with cultural resonance. LOY. Agency led the strategy, storyline, deal structure, creative execution and media integration – bringing the partnership to life across channels and experiences.
The collaboration felt less like a campaign and more like a shared journey. It achieved strong media visibility, deep audience connection and cultural relevance. TUI strengthened its emotional footprint in Switzerland and became part of a wider cultural conversation about what travel truly means.
