Sunweb calls on holidaymakers to book summer holidays with a competitor

Sunweb calls on holidaymakers to book summer holidays with a competitor

New Sunweb campaign focuses on support for everyone working in the travel branch and at the numerous holiday destinations

Today, tour operator Sunweb launches a campaign to draw attention to all employees at home and abroad that make holidays possible. Holidays are important to everyone. Not just for the travellers themselves, but also for the thousands of hard-working people at the destinations, who ensure everyone can enjoy an unforgettable holiday and create the greatest memories, is the reasoning behind the campaign.

Plan ahead for the summer

In today’s ‘Book your holiday with TUI’ advertisements in several newspapers in the Netherlands and Belgium, Sunweb calls on consumers to plan ahead for the summer holidays in 2021 and not mothball them. The travel and tourist industry have been hit hard by the corona pandemic and with this campaign the tour operator indicates that every booking now counts for the sector. The campaign is inspired by a recent ad by Burger King urging people to order from other fast-food chains as well.

Tim Van den Bergh, International Brand & Communications Director at Sunweb Group, comments on the campaign: “2020 was a tough year for the travel industry. Not just for Sunweb and other tour operators, but especially so for their local partners and the hard-working people at the many holiday destinations. Without them holidays are not possible and with this appeal we intend to offer them some positive prospects for the future. At the moment, travelling is simply not possible, or hardly possible, but there will be better days ahead when we are able again to enjoy their hospitality at the most wonderful destinations. There is nothing more fun than looking forward to a holiday, which is why planning your summer holiday now is not a bad idea, especially with all the flexibility currently offered by us as tour operators.”

Idea of the campaign

With full-page advertisements in several newspapers, consumers are urged to book their packaged holiday for summer 2021 with TUI, D-reizen, Zoover, Corendon, Eliza was here or another holiday specialist. In addition, social content has been developed to support the campaign online as well.  

Example page full story:

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About Sunweb Group

Sunweb Group is one of the largest travel operators in Europe with a turnover in excess of €700 million. The company is the driving force behind several brands operating in seven international markets: The Netherlands, Denmark, Sweden, Belgium, Great Britain, Germany and France. Sunweb is the best-known brand of the group. Sunweb is a leading online operator of package holidays to sun and winter sports destinations.

Sunweb Group employs around 400 people and sends more than 250 tour guides and area managers to various holiday destinations to support its customers. Sunweb Group has a pan-European identity with tour operator operations in Zurich (head office), Rotterdam (back-office), Girona (software and web development) and several offices in Europe. The combination of a centralised organisation, unique self-contracted content and a strong online business model has resulted in more than one million satisfied customers for Sunweb Group each year. Sunweb Group was acquired by Triton Fund V in February 2019.


Sunweb Group
Martine Langerak
Head of Communications & PR
Phone: +31 6 531 316 04

PR Agency LEWIS 
Kirsten Spoelstra en Willemijn Albers
Phone: +31 20 220 0220

Sunweb Group
Schützengasse 4
CH-8001 Zürich