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Grey China wanted to show people the difference between TUI and other travel operators. The company offers more in-depth experiences so travelers can expect more than just a clichéd visits to iconic places of interest. To convey the concept, with a small budget, the creative team used some simple, impactful and eye-catching visual solutions to capture the imagination of the audience. The campaign launched in May 2012.

copy (from top):
The Sydney Opera House is not Austrailia.

The Forbidden City is not China.

The Cologne Cathedral is not Germany.

The Pyramid is not Egypt.

tagline for all: Travel more. See more.

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