TUI, Day Out With The Kids & impact.com: How a Chief Holiday Tester dream job helped build discovery-led performance marketing

The Challenge

In a competitive family travel sector, TUI needed to elevate its status while moving beyond traditional "win a holiday" mechanics. The goal was to drive massive brand awareness, capture granular consumer insights, and generate high-volume user-generated content.

The Strategy

Managed via the impact.com platform, TUI partnered with Day Out With The Kids to launch the "Chief Family Holiday Tester" campaign — offering one UK family the ultimate dream job: testing £10,000 worth of TUI holidays over 12 months.

Execution and Innovation

By gamifying the entry process and requiring families to navigate the TUI site and shortlist specific resorts, passive interest was transformed into active product discovery.

Results

Over 1.1 million reach and 21,033 high-intent clicks to TUI's key landing pages, with a rich library of authentic family content and a data-driven roadmap for future joint marketing campaigns.

Judge's Verdict

"Clever and creative — successfully blending PR, UGC, and performance marketing through a highly engaging concept."

"Value delivered far beyond standard metrics — prioritising creative storytelling and clever market research over traditional media budgets."