The Tui Travel campaign cleverly shows that certain landmarks such as Sydney's Opera House and China's Temple of Heaven are just the tip of the iceberg. They do so by making the silhouettes of these tourist attractions the actual top of an iceberg, the rest of which lies underwater, resembling the shape of the country's landmass. With slogans such as "The Cologne Cathedral is not Germany," the ad campaign helps potential visitors to step out of the box when traveling to another country. It encourages them to "Travel more, see more."
Conceived and executed by the Grey ad agency based in Beijing, China, the Tui Travel campaign was art directed by Li Ning and Chee Guan Yue with creative direction by Chee Guan Yue and illustrations by Song Shanshan.