TUI whets appetite of Swedes for summer vacations with "fake holidays" scenery

For fourteen days, visitors to Stockholm Central Station can get a holiday feeling in the midst of everyday stress. TUI builds the temporary destination Fakeation Beach, including a sandy beach, a chance to replenish with D-Vitamin, taking a holiday party in the photo box or hanging out with the professional vacationers in our specially built beachbox.

The concept of Fakeation by TUI is based on taking a bit of Mediterranean feeling to Sweden, giving the Swedes a taste of summer as well as shaking life in the shelter.

A number of professional holidaymakers have been hired to fend off holiday in a custom glasshouse with sandy beach, deckchairs and other belongings. There, they will do nothing and relax in the midst of the Stockholm crowd for fourteen days. In a special Fakeation Studio, passers-by can take "fake vacation photos" to post in their social media and compete for a trip worth $ 10,000. In the studio there are several different backgrounds from TUI's travel destinations along with supplies that belong to a real holiday party.

"We asked ourselves how we could convey that almost indescribable holiday feeling to people in Sweden during the cold winter, and realized that we simply had to fake it. Of course, it's not as good as a real holiday, but after a visit to Fakeation Beach, we are convinced that the feeling will come true, at least for a while, "says Johan Ydring, Head of Brand & Performance Marketing at TUI.

Uktimately, the focus and purpose of Fakeation Beach city TUI is to increase interest in trips to the Mediterranean in particular for the summer of 2018.

The dream job for lace worms

The professional holidaymakers are carefully chosen - among over 5,000 applicants - for their exceptional ability to dream away to warmer latitudes. Among the tasks include:

• Sounds like it's not raining.
• Sit in a comfortable beach chair wearing summer clothes (not only swimwear) with your feet in the sand or alternatively lying on beach towel.
• Take a nap, read a book, listen to music or similar relaxing activity.
• Ignore passers-by, attract travelers and focus on their own relaxation.

Read more about the job in the ad here: www.tui.se/strandfejkare

The Contest

Fake vacations and win a trip for 10,000 euros.  On Fakeation Beach, visitors can get a taste of holiday feeling and also take the most realistic (faded) holiday image with the help of giant backdrops of popular destinations. To help, you have a personal stylist and a wealth of holiday-inspired accessories like sun hats, sun loungers, various exotic dishes, palms, and the appropriate music.

More about the competition at www.tui.se/fakeation

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