The tour operator with a smile is back with a vengeance - despite the ongoing crisis in the travel market, the new brand attributes and their advertising executions have had an immediate impact: TUI is defying market trends and again increasing its customer volumes. It is preserving its premium position in the market and generating far higher turnover per customer. TUI is anchoring its new brand characteristics in the minds of target group members and is setting the absolute benchmark in all communication- related performance indicators