How TUI’s marketing team ‘futureproofed’ the brand

Despite suffering the adverse effects of Covid, TUI decided to come out swinging with a new purpose, strategy and identity designed to futureproof the brand until 2027 and beyond.

TUI MW Awards
Source: TUI

To say Covid had a detrimental impact on the travel industry would be an understatement. As rules changed over 100 times in 2021 alone, TUI refunded more than £1.5bn of customer money.

Rather than putting marketing on ice, the brand decided to invest to reap the rewards once conditions improved.

The last time TUI had conducted any significant brand work was in 2017 during the transition from Thomson. The team set out to define the brand’s purpose and strategy – futureproofing it for least five years – launch a global ad campaign, modernise the brand identity and drive traffic, all while keeping spend to a minimum.

TUI developed its brand strategy in-house, broadening the appeal with an emotionally resonant purpose to create ‘the moments that make life richer’. Designed to work at both the top and bottom of the funnel, the new campaign hit UK TV screens in October 2021.

Working with agency Design Studio, TUI rolled out a new visual identity to amplify the brand’s ‘smile’ logo and characteristic blue shade. The company also developed its first diversity and inclusion guidelines to ensure its work reflects society.

The push paid off. Consideration among consumers exposed to the campaign rose 13 percentage points, while three weeks post-campaign launch traffic to the company’s website was up 12% on a two-year basis. By early 2022, TUI site visits were 70% up on its nearest rival.

Plus, 85% of the team say they would recommend the brand as a great place to work, helping TUI scoop the Marketing Week Award for Marketing Team of the Year.