First Choice is moving away from its all-inclusive positioning to focus on price as it looks to ensure the First Choice and TUI brands are distinct in the market.
TUI’s CMO for UK & Ireland says the travel company has developed the marketing academy to create more rounded marketers and improve its employer branding.
A year on from completing its transition from Thomson to TUI, the travel brand is looking to strengthen consideration and build “deeper emotional connections” with consumers.
The travel firm has promoted Katie McAlister to sales and marketing director as it looks to better serve customers across all channels.
Ellis plans to take some time off having led the marketing division for UK and Ireland since 2011 and playing a key role in the Thomson to TUI re-brand.
Capitalising on the synergies between marketing and sales means being prepared to embrace conflict and strike a balance between short-term conversion and long-term strategy.
The TUI-owned holiday brand hopes a campaign featuring a rapping family and helmed by a director who has worked with Beyoncé and Ed Sheeran will help it win sales in the all-inclusive market.
Having finally completed the transition from Thomson to TUI, the travel brand insists package holidays still have a strong future.
TUI’s comments come after new figures show the global cost of advertising fraud may have been significantly under-reported, with the cost of ad fraud potentially rising to $16.4bn (£13.4bn) in 2017.
Thomson is launching its last marketing campaign before it rebrands to TUI, as it looks to showcase a “more modern” brand.
As Thomson prepares to rebrand to TUI in the UK over the next 18 months, the travel company is hoping to make a break with the past by scrapping travel brochures and instead looking to provide richer content in store through virtual reality and augmented reality.