Discover YOUR Smile


Wherever you are in the world, TUI wants you to discover your own smile. Whether this is Netflix all-night long in New York or eating pasta in Bangkok; it’s okay, discover YOUR smile! Somention has translated this concept into an always-on strategy for TUI Netherlands and TUI Belgium (bilingual).

Engagement is central to the strategy, where on-trend posts with recognizable moments ensure more connection with the brand. The always-on strategy is applied for both countries, with Somention providing a local, cultural translation of humour and tone of voice. Our topical engagement posts, responding to the Discover YOUR Smile concept, have resulted in a growth of 200% in interaction and reach (non-paid) on the channels.