‘Twas the flight before Christmas, and all throughout the plane, sat rows of cheeky elves, on their way to sunny Spain.’

In celebration of the festive season, TUI and Leo Burnett UK have created a children’s book that puts a travel spin on the holiday classic, ‘Twas the Night Before Christmas’.

The campaign is part of TUI’s Happy Holidays Christmas campaign and builds on the 2023 spot which featured cheeky elves on their holidays. The story book explores the untold story of what happened to the elves on their holidays, whilst Father Christmas was out delivering presents.

“In ‘Twas the Flight Before Christmas we’re peeling back the curtain on the elves' much-needed downtime”, explains Mark Elwood, Chief Creative Officer at Leo Burnett UK.

The story is written in rhyming prose designed to capture young imaginations and takes readers on holidays with the elves, as they switch Lapland for sunny Spain. On their TUI holiday, the elves engage in cheeky mischief and seaside fun.

Audiences are transported to Mallorca through vibrant illustrations and compelling prose. From “relaxing, kicking back, and looking cool” to “building sandcastles together in the beautiful sunny weather,” the story showcases the signature features of a TUI holiday with a sprinkle of festive fun.

The book was created by Leo Burnett senior creative team, Matt Wood and Tom Loveless, and will be promoted through social takeovers including animations of the elves on their beach adventures, brought to life by Motion Design Director Carmen Perez.
Alongside the storybook launch, TUI and Leo Burnett will reprise the Happy Holidays TV ad for its second holiday season.

Over 16000 free copies of 'Twas the Flight Before Christmas are available through TUI’s website and stores and families can order limited-edition copies that can be personailsed with children’s names. A Dutch edition of the storybook will also be available for families in Belgium and the Netherlands.

Building on the success of last year’s campaign through storytelling, TUI is able to deepen the narrative and connect with holidaymakers.