TUI Extras Iconography

TUI EXTRAS – THE LITTLE THINGS THAT MAKE YOUR HOLIDAY

Imagine a holiday where everything’s just as it should be – and where it all comes together beautifully. A holiday that’s unique to you and your family, just the way you want it, with all the add-ons and Extras you could wish for. Whether you’d like travel insurance to protect the people you love, car hire to reach hidden gems, or a beautiful sea view, TUI Extras will make it all happen. Just pick and choose what suits you best, from travel essentials to finishing touches. With TUI Extras, it’s all in one place, easy to find and easy to buy – so you can focus on what really matters: having the most amazing time.

With TUI Extras Iconography we want to convey a feeling such as described above. We want to play into people‘s emotions and show them that they can really personalise their holiday to their taste.

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THE MASTER ANCILLARIES VISUALS

tui-extras-master-visuals — TUI Extras on Background

THE PROPOSITION

With the opportunity to bring more consistency in our ancillaries communication, TUI Extras has been developed.

Customer research has shown that awareness of our ancillaries is very low and further desk research revealed that there is no consistent use of communication across channels and markets.

By bringing everything together under one umbrella, TUI Extras, we can ensure customers recognize the ancillaries in whichever touchpoint they engage with TUI. TUI Extras comprises a common name, ancillary categories and individual ancillary icons to ensure we can visualize the ancillaries in the right way. Using all of these assets in the various channels and markets, as well as in destination, ensures that customers will recognize the ancillaries everywhere.

Element	Value	Framework	Freedom
Proposition	TUI Extras - The little things that make your holiday
Category	During Your Holiday
Ancillary Product	Experiences & Activities
Sub-Product	TUI Collection
Text	...
Icon
Icon Color
Pictogram

THE HIERARCHY

Master All categories and ancillaries sit underneath the master TUI Extras: #70CBF4

Categories All ancillaries are split into four categories based on customer journey: #C2E6FA

Ancillaries refer to the specific ancillary: #E2F3FE

Hierarchical approach

TUI Extras takes a hierarchical approach to classifying our ancillaries, which is the most effective way to provide easy orientation to our customers. It also allows the flexibility to add and remove ancillaries when needed.

Naming convention

The ancillaries names have been made as straightforward as possible to ensure customers understand intuitively what we are promoting to them. For those ancillaries that really give an upgraded and personalised experience, we have added the use of „your“.

Ancillaries names

TUI Extras has a vast ancillaries range covering a breadth of sectors. Some names are broad and refer to an ancillary category, others are very descriptive and refer to singular ancillaries. We have outlined all of the main ancillaries that TUI Extras offers.