TUI Lakes and Mountains – Expanding Content Beyond Product Offerings



TUI Lakes and Mountains is a brand within the TUI Group (formerly Thomson) which provides package holidays to lakes and mountains across Europe, specifically Austria, Germany, Italy, Slovenia, and Switzerland.

Key Points

Secret Sweets:

  • 14 followed links
  • 15 mentions
  • Average Domain Authority: 48
  • Traveller24, Food Heaven


Calorific Desserts:

  • 13 followed links
  • 15 mentions
  • Average Domain Authority: 49
  • Business Insider, Mirror Online


TUI Lakes and Mountains were already successful in achieving travel coverage, but were lacking & suffering from wider media coverage opportunities. There was a pressing need to produce content that addressed broader concepts than just their product offering, and that would be talked about in the wider media.

TUI Lakes and Mountains had previously worked with other agencies that did not provide a pro-active & transparent approach. They needed a company which was much more efficient and galvanised to complete goals in line with a process-driven approach.


In order to address TUI’s concerns about their lack of content breadth, Kaizen created a distinct project that featured an angle new to TUI – food. Featuring two high quality content pieces, the focus of this project was given to the sweet things one could find in locations to which TUI offered travel rather than the locations themselves.

This strategic approach, combined with Kaizen’s earned outreach network, resulted in 27 followed links with an average DA of 48, and 30 different pieces of media coverage – a resounding success at 135% of KPIs set for the project.

Desserts were also more palatable to a wider media – as well as a strong travel basis, the content gained coverage outside of travel-specific media, in both Business Insider and the Mirror Online, as well as online lifestyle magazines like Verdict and food sites such as Food Heaven.

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