TUI approached KI wanting to make the in-resort experience for the family – and particularly the children – the best it could be across a diverse estate.

We deconstructed the needs of each family member – mum, dad, children and even grandparents – and set about investigating what would make a truly "Superfamily" experience for each individual. We did this through fieldwork, desk-research, secret shopper and observations. As with many things in our market, it came down to making sure the children were well provided for – happy kids, happy parents.

The Kids Club was completely redeveloped with over 240 great new activities. We trained the staff in the resort on how to work more creatively with the children and implemented many little touches that enabled the family offering to become "Superfamily".