Over three evenings in September, TUI and WPP Media Sweden transformed The Elite, one of Stockholm’s most prominent large-format digital landmarks within ASPACE’s premium The Triads network, into a high-impact destination for TUI’s Thailand campaign. The activation combined large-format digital screens with architectural projection mapping across the building facade and a Thai food truck at Engelbrektsplan, culminating in a 100% Share of Voice (SoV) full-site takeover (September 15–17, 19:00–22:00). The result was a city-centre brand moment that brought a taste of Thailand to the streets of Stockholm, backed by transparent, real-time measurement via ASPACE Vision™ and FACIT.
Located in the heart of central Stockholm, The Elite is engineered for brand theatre, with large-format, full-motion creative, commanding sightlines and continuous pedestrian flow. For TUI, the entire facade was turned into a tropical landscape, bringing the warmth of Thailand to a building in central Stockholm. Timed for mid-September evenings, just as the city turns darker and cooler, the creative offered exactly what the season makes people long for.
Performance reflected the strength of the format. Across the three evenings, the activation delivered 347,249 RAC (Real-time Accurate Contacts), reaching 15,288 unique contacts with 39.5 hours of total measured viewing time. Two insights stand out in particular. With an average view frequency of 5.91, audiences saw the campaign almost six times over the three evenings, building the kind of repeated exposure brands need to move from initial awareness to deeper engagement. And delivered attention grew every evening of the takeover, with the final night producing the strongest result of the three, a clear sign that the activation built momentum as word spread.
That momentum was no accident. By pairing the facade takeover with a Thai food truck at Engelbrektsplan, TUI turned a media placement into a physical experience people could see, smell and taste, making the media environment itself part of the brand story. The activation also drew industry attention, with coverage in Resumé, one of Sweden’s leading publications for the marketing and communications industry. For travel brands, where the product is a feeling as much as a destination, it shows what high-impact DOOH can deliver when the physical canvas, the creative concept and the surrounding experience are designed together and measured for what they actually deliver.
ASPACE is a Stockholm-based adtech company specialising in Privacy by Design, AI-powered audience measurement for DOOH and in-store Retail Media. ASPACE Vision™ is deployed across out-of-home and retail environments in Sweden and internationally, providing real-time, verified campaign data through the FACIT analytics platform.
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