Submitted by WE ARE KOMODO

TUI Lakes & Mountains: Josie and Ryan Diary Series

WE ARE KOMODO produced a three-part Instagram diary series with Josie and Ryan for TUI Lakes, reporting 10.7M impressions across the creators' and brand's channels.

£235,000earned media value
2.9Mengagements
10.7Mimpressions
108Klikes
69pieces of content produced

Case in 60 seconds

TUI needed to show the range of experiences inside a Lakes & Mountains holiday and to make the personalised side of the TUI journey visible, from the booking process through to the excursions taken on the trip.

The campaign appears to turn on the booking process being part of the story rather than a step before it, because a holiday product sells on how the trip is arranged as much as on where it goes.

A collaborative trip told as a diary rather than as a set of destination posts, so the brand name and the booking process could be referenced repeatedly across a running narrative instead of once in a caption.

Komodo captured content on the trip and built a three-part diary series across Josie, Ryan and TUI Lakes' Instagram channels, with interactive Story elements carrying TUI's "&More" messaging and a press interview for national coverage.

The agency reports 10.7M impressions, 2.9M engagements and 108K likes, alongside a total EMV of £235,000 and 69 pieces of content from Ryan and Josie including a bonus Instagram Reel and 52 added-value Instagram Story frames.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

A Lakes & Mountains holiday sells on the combination of experiences inside it rather than on one destination, so the page frames the challenge as showing that diversity while keeping the booking journey visible.
TUI sits in the content as the arranger of the trip rather than as its subject, with the booking process and brand name referenced through the diary and the "&More" messaging carried in Stories.
Based on the available evidence, the diary format assumes followers stay with a trip across several instalments, which is why the work was built as three parts across three channels rather than as single posts.

Creative & Execution System

Assets & channels

  • Instagram
  • Instagram Reel
  • Instagram Stories
  • diary-style series content
  • press interview

Partners

  • WE ARE KOMODO (lead_agency)

Participation mechanic

  • Ryan and Josie used interactive elements within Instagram Stories, which invited their followers to respond during the trip rather than watch it.

Creator role

  • Josie — creator
  • Ryan — creator

Results & Evidence

MetricValueResult type
earned media valueWe also achieved a total EMV (Earned Media Value) of £235,000.emv
engagements2.9Mengagements
impressions10.7Mimpressions
likes108Kperformance
pieces of content producedThe campaign generated 69 pieces of content from Ryan & Josie, including a bonus Instagram Reel and 52 added-value Instagram Story frames.content_pieces

Why WE ARE KOMODO's strategy worked

  1. 1

    Running one trip as a series across creator and brand channels lets the same booking reference repeat without repetition reading as advertising, because each channel carries a different part of the diary.

  2. 2

    Interactive Story elements give a travel brand a way to make an abstract proposition such as "&More" concrete, because followers are asked about the choices rather than told about them.

  3. 3

    Added-value output, here 52 Story frames and a bonus Reel beyond the agreed deliverables, is worth counting separately, because it indicates the creators treated the trip as material rather than as a contracted post count.

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