To get people talking about TUI, EssenceMediacom chose to create an entertainment program that could promote the brand in a natural, integrated way. After a series of workshops, the teams identified the ideal focus for the show: food. Working with a production company, EssenceMediacom and TUI developed The World Cook. Hosted by television presenters Fred Sirieix and Emma Willis, this program sees 16 chefs participate in country-specific cooking competitions, often themed around a single ingredient. Their culinary creations are then critiqued by a panel of guest judges, who include Michelin chefs, restaurant critics, television presenters, and more.
The World Cook was hosted in six locations: Majorca, Austria, Amsterdam, Croatia, Italy, and Mexico. TUI selected each of these destinations, authentically integrating their hotels, staff, and branding. For example, each competition takes place at a key TUI destination offering, including many of their TUI BLUE premium hotels. After being crowned “The World Cook,” the winner of the series …