TUI: Chief Good List Officer

A new national study has revealed November is where the festive magic truly begins for little ones, with more than a third (35%) of children aged between three- and 11-years old taking time to carefully craft and submit their Christmas wish list. This also explains why over half of parents (55%) notice a switch in their behaviour in October, as kids across the nation set out to impress. The research, conducted by TUI, revealed the heart-warming and often comical lengths children will go to, to firmly qualify for the jolly man’s ‘good list’ and achieve their Christmas dreams; including eating all their dinner (green bits as well) (59%), resisting the urge to argue with siblings (52%) and even offering to help with dinner (56%). With great commitment, however, comes great expectation, as the data uncovered that an experience or holidays top the Christmas wish list for most children (78%), with more than two fifths (45%) specifically dreaming of a trip to Lapland to see Father Christmas himself. Five- to six-year-olds were revealed as the most dedicated to writing their wish lists (34%) followed closely by three- to four-year-olds (32%). These findings come as the UK’s largest leisure and travel company launches the TUI Good List, to bring a little festive magic to the nation, enlisting reformed ‘good list’ candidate, 10-year-old Jackson as TUI’s chief good list officer. Famed for threatening to punch Santa’s beard off after his dad said he was on the naughty list, Jackson is back - this time with an apology to Santa. In a hilarious video, he humbly begs forgiveness and encourages other kids to make it onto the TUI Good List to be in with a chance of winning a trip to Lapland. It was created by Havas' earned media agency One Green Bean.