Thomson Holidays has partnered with The Weather Channel for a weather-triggered mobile campaign.
When app users are experiencing rainy, cloudy, snowy or cold weather between 20 September and 19 October, they will be served a branded background. These show Miles the Bear, the brand's new mascot, in the relevant poor weather conditions, before switching to show him in a sunny holiday location.
This comes as part of the wider 'Discover Your Smile' campaign which also features TV spots, with the objective of raising the profile of the TUI 'smile' logo and driving consumers to Thomson's site.
“The branded background takeover on The Weather Channel app is a great way of showcasing how Thomson Holidays can help transform you back to your best possible self,” said TUI UK senior marketing manager Charlotte McDonnell. “By seeing Miles experiencing the same bad weather they are, then literally discover his smile before their eyes when he is whisked away to the sun, consumers will see the power a Thomson Holiday has to help them discover their smile.”