The TUI Group have launched a collaboration with Mpora and the Factory network. This is the travel enterprise's first foray into the action, outdoor and adventure sports sphere, and a strident departure from the mainstream national press placements that are traditionally used to draw the family spend.

Emma Geary, Account Director says: We're delighted to offer a fresh and wholly unique addition to their media plan, and are excited to open the scope of their Robinson active holiday proposition to our on-the-go, energised audience of outdoors aficionados.

The content produced is four editorial articles published on the multi-sport digital content publishing channel Mpora.com and shared by various Factory Media channels across social media.

The articles are: Wellbeing Is The New Hedonism, Why Those In The Know Are Swapping Boozy Breaks for Healthy Holidays;

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From The Beach To Boardroom, Why The Business World Is Falling In Love With Kitesurfing;

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More Fun With The Whole Family, Why Adventure Holidays Are Better With Kids;

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Rad Dads, Why Are More Dads Taking Up Adventure Sports Than Ever Before? 

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