Ever felt that midday slump? That gnawing feeling that you’d rather be anywhere but your desk? Thomson Holidays (now TUI) came to us with a brilliant, if slightly bonkers, challenge: to transport people from their dreary offices to sun-drenched beaches and tranquil landscapes – all within a single minute. Imagine, a micro-holiday, a fleeting escape, a moment of blissful respite. They wanted a landing page that wasn’t just a website, but a portal to instant relaxation, and if you liked what you saw, you could share your ‘mini-break’ with your friends.
Situation – The Challenge
The situation was clear: busy lives, stressed-out workers, and a desire for a quick mental getaway. Thomson (TUI) recognised this need and wanted to provide a solution. They had a treasure trove of stunning holiday destinations, each with its own unique charm, and they needed a way to showcase them in a way that truly resonated with their audience. It wasn’t just about pretty pictures; it was about creating an immersive, sensory experience that could be enjoyed in the time it takes to make a cup of tea.
Task – The Creative Brief
Our task was to devise a landing page that delivered a genuine one-minute holiday. It had to be engaging, relaxing, and shareable. We needed to find a way to capture the essence of these destinations and translate them into a digital experience that could be enjoyed in a fleeting moment. The challenge was to create something that felt both immediate and transportive, something that could cut through the noise of the workday and offer a moment of genuine escape.
Action – The Innovation
We didn’t want to just recycle the usual slideshow or static images. We wanted something that had a bit of magic, a bit of ‘wow’ factor. We started by exploring what other companies were doing with shareable postcards and immersive experiences, drawing on my previous work with Visit Scotland. But the real breakthrough came when we stumbled upon cinemagraphs. These were like moving photographs, a beautiful blend of still and motion. Imagine a serene beach scene, with the gentle lapping of waves or a sailboat swaying in the breeze. It was mesmerising, and it felt like a genuine escape.
At the time, video backgrounds were a bit of a technical hurdle, but cinemagraphs offered that subtle, captivating movement we were after. We built the landing page using HTML, CSS, and JavaScript, and I personally crafted each cinemagraph in Photoshop, ensuring they were both visually stunning and technically seamless.
Oh, and there was one rather quirky request from Thomson (TUI). They wanted to hide their logo on the initial landing, to create an even more immersive, ‘escape’ experience. So, we added a little bit of cookie magic to make that happen. A bit odd, but if the client asks…
Result – The One-Minute Wonder
The result was a landing page that offered a series of one-minute holidays, each a mini-escape to a different Thomson (TUI) destination. Users could immerse themselves in these picturesque scenes, accompanied by gentle, calming music. If they moved their mouse, indicating they weren’t quite relaxed, the timer would pause, ensuring they got the full minute of tranquillity. When their minute was up, they could replay, share their experience, or try a different destination.
The response was fantastic. Users loved the concept, and the shareable aspect helped spread the word about Thomson’s (TUI) incredible destinations. It was a project that perfectly captured the essence of a holiday, even if it was just for 60 seconds. It was a reminder that sometimes, a little escape is all you need to recharge and face the rest of the day.
Thomson Holidays One-Minute Holiday
I still have the example site that you can try out and give yourself a one-minute holiday.
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