TUI
To attract younger travel shoppers, TUI tapped a Pinterest Predicts™ trend, creator storytelling and an editorial sponsorship. The results? Truly golden.
Goal
TUI is a well-known and trusted brand among families and established travellers. They wanted to build stronger appeal among younger audiences, especially Millennials and Gen Z, all the while continuing to serve the loyal travellers who already knew and loved them. To achieve this, the strategic approach centred on trialling a Pinterest Predicts™ badge and trend to determine whether it could support overall objectives and performance. TUI also partnered with creators on the platform for the first time, testing whether influencer content could help reach a younger demographic that had previously proved difficult to engage through other channels.
With a brand purpose centred on “creating moments that make life richer”, the team wanted to delight and inspire travel-minded shoppers on Pinterest. These included couples, groups and explorers who were curating their bucket lists, pinning ideas and staying open to trying new travel providers.
Pinterest proved to be the perfect setting. Now home to an increasingly younger audience—the platform is now made up of over 50% Gen Z1—it has become a powerful space for planners, dreamers and doers. This is especially true for travel: more than half a billion travel Pins have been saved², clicks on shoppable travel Pins are up nearly a quarter (21%) year over year², and 52% of consumers who have shopped for travel services say they’ve added new brands or changed the ones they purchased from in the past year³.
All of these insights gave TUI the opportunity to build a strategy that would drive awareness and consideration among an engaged audience ready to plan their next getaway.
Strategy
To support TUI’s long-term growth goals, they designed a strategy that integrated trends, creator storytelling and an editorial sponsorship, fuelled by a powerful media mix.
Creatively, TUI adopted the Goddess Complex Pinterest Predicts 2025 trend as the foundation of its campaign concept. This inspired a bold visual shift from its signature TUI blue into rich golden hues, brought to life through a campaign narrative themed around “Golden Hour”.
They embarked on an editorial sponsorship and partnered with Pinterest Creators, producing creative that showcased golden-hour flat lays, dreamy destinations and atmospheric travel moments that aligned perfectly with the trend.
For media, TUI balanced upper-funnel impact with performance-driven efficiency. Premiere Spotlight delivered mass awareness and cultural presence, anchoring the Golden Hour theme across Pinterest’s most prominent surfaces. In-feed formats—including Video, Carousels, Image, and Idea ads—kept the story cohesive across the awareness and consideration stages, while always-on direct response activity continued to support conversion goals in the background.
Targeting aligned closely with the creative direction. Interest and keyword targeting focused on travel behaviours and Golden Hour-related themes, while Pinterest Performance+ automatically expanded reach to the most relevant audiences using real-time signals from TUI’s ads. Measurement tools ensured visibility into impact across the funnel, and Pinterest Trends helped validate momentum as the campaign unfolded.
“
This campaign was a true trailblazer—from our first use of the Predicts Trends Badge to introducing creators and driving a surge in searches for ‘Golden Hour Getaways.’ We delivered impact on conversions and proved how powerfully Pinterest’s algorithms can inspire planners.”
Ellie Pearsall, Sr. Manager, Brand
Results
This strategy struck gold—with glowing results across the funnel. At the lower end, Premiere Spotlight unlocked powerful outcomes. Its high-impact homepage takeover drove an +8.9-point uplift in brand awareness and a +9.3-point uplift in consideration intent.5 The format also generated meaningful signals of intent on-platform.
Integrating a Pinterest Predicts trend at the heart of the creative was also exceptionally effective. Creator-led Golden Hour content delivered strong uplift across key brand metrics, including a +4.6% increase in aided awareness,+3.6% in Pin awareness, and a directional +2.4% rise in consideration intent.5 The campaign helped elevate brand imagery too, generating a +5.6% lift in perceptions of TUI offering a variety of beach destinations.5 Creator content performed strongly across all demographics, with particularly strong impact among people under 35—the exact audience TUI sought to grow.
TUI’s Golden Hour concept became more than a campaign—it turned into a true platform moment. Searches for “golden hour getaways” surged by over 10,000%,4 transforming it into one of Pinterest’s top-trending travel keywords during the campaign period.
By weaving a Pinterest Predicts trend, creator content, editorial, a switch-up of brand colours and a glisten of golden magic, TUI unlocked a new era. It captured the imagination of younger travellers while strengthening its appeal across generations. As far as travel inspiration goes, the campaign certainly brought the high-shine factor.
+8.9pt
uplift in brand awareness5
+9.3pt
uplift in consideration intent5
+4.6ppt
lift in aided awareness from creator-led content5
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Tap into Pinterest Trends
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