TUI x Ajax
the passport
Brief
TUI Netherlands has been the official travel partner of Ajax since 2014. This partnership was recently extended until at least 2030.
Create a social activation that makes the partnership between Ajax and TUI relevant.
Idea
Insight: Ajax’s most loyal fans travel with the club to away matches.
Opportunity : Reward them for their loyalty.
Solution: A loyalty program, where rewards come from ‘stamps’ collected at matches.
Digital Passport: Fans can collect stamps when they arrive at matches, either home or away. These stamps can be redeemed for travel vouchers or discounted tickets.
Hero Film: Show the fans we see them. We understand their dedication, passion and sacrifice. This is a love letter to the loyal fans. A grand introduction of the Passport Loyalty Program.
Social: Present and gift a physical version of the passport to a select few fans who travel to every away match. We share their story. Real stories by fans, for fans.
Execution
For Fans: TUI becomes more than a partner of Ajax, they become a partner for the fans.
For TUI: Positive brand perception and increased awareness.
For Ajax Community: A recognition of loyalty and bond the fans have with their club.
Outcome
Art Director : Emma O’Niell
Copywriter : Tyler Hutton