This was a speculative project at TribalDDB for TUI (Thompson), the aim of which was two-fold: a). to show the breadth of TUI’s global coverage and b). to simplify their overly-complex search system. The concept was to replace the bewildering array of dropdown menus with a map and 3 key questions: how much? when? and how long can you handle in a plane?

Each question had a slider, which would affect the map in realtime, thus very quickly creating your perfect holiday. This visually intuitive system of searching connected emotionally with the user, allowing them to search by global location and even desired temperature. Users would also be able to leave their feedback on local restaurants/bars/clubs/hotels.

By completely re-defining the way people search, we created a tool that was both engaging and extremely powerful. However due to inertia from the TUI’s in-house web development team, the project never went ahead. This was extremely unfortunate because this could have truly set them apart from their competition.