TUI has launched a new travel podcast called ‘Pack Your Bags’, which will be hosted by comedian, Russell Kane. In the ten 40-minute-episodes, Kane will chat to celebrity guests from the worlds of food, science, sport and more, including Olympic athletics champion Greg Rutherford MBE, historian Bettany Hughes, television personality Dr Zoe Williams and former Special Forces soldier, Jason Fox to hear all about their travel stories.
In each of the episodes, guests will share their most interesting and fun travel tales and give us an insight into how these travel experiences have enriched their lives. Listeners will also be able to relate to the stories; from the nervous traveller to the trip where not everything went to plan, the podcast will remind the audience why it’s worth it to get up and go exploring and the funny misadventures that go with it. Russell Kane invites each of the guests to bring along their three must-pack travel items which unlocks special insight into their travel essentials, including home-from-home comforts, travel gadgets and practical accessories.
The podcast has been developed in partnership with creative agency, Leo Burnett and podcast specialists, Chalk + Blade Podcast Productions. Leo Burnett developed the strategy and initial creative idea for the podcast, with Chalk + Blade Podcast Productions managing and producing the series. ‘Pack your Bags’ aims to broaden TUI’s appeal, engaging their target audience in a new and innovative way, beyond traditional media, celebrating the brand’s philosophy: Live Happy. The podcast aims to reach consumers that may not usually consider TUI when planning a holiday, by having an engaging presence in an unexpected space, while encouraging brand reappraisal of TUI’s offering as a holistic travel brand.
Katie McAlister, Chief Marketing Officer at TUI, said: “We are always looking for innovative ways to engage with our audience as part of our Live Happy philosophy. We couldn’t be more excited for people to start listening: we know they’ll be more inspired than ever to pack their bags, and create their own life enriching moments. Travel podcasting has vast potential for growth – there’s a gap in the market, and we’re very excited to be showing up in this space.”
Helen Parker, Managing Director at Chalk + Blade Podcast Productions, said: “It was a joy to work with TUI to create a podcast that is “listener first” with a clear focus on creating a truly entertaining and thoughtful show that will appeal to anyone who loves travel. We worked together to select a host and guests with a genuine passion for enrichment through travel. This approach has meant each guest was in a uniquely open, passionate and revealing space which, in my opinion, has resulted in the most enjoyable and engaging travel podcast on the market.”
Chaka Sobhani, Chief Creative Officer at Leo Burnett UK and Global, said: “A podcast was the perfect platform for TUI, allowing them to show up in unexpected places and capturing the imaginations of TUI’s target audience with cracking stories about travel adventures and most importantly, genuinely funny content. We’re excited to pack our bags with a whole new audience.”
‘Pack Your Bags’ will be available to listen to from 12th April 2023 on major platforms including Apple Podcasts, Google Podcasts and Spotify.
