Determined not to let the crisis go to waste, the travel operator revamped its brand identity, rolled out new creative principles and changed the way it talks about brand spend to make a stronger case for investment.
Adapting your business to ensure employees are engaged is just as important as responding to new consumer behaviours, if brands want to be seen as customer experience leaders after the pandemic.
As travellers look to upgrade their holidays in search of post-Covid travel experiences, TUI is on a mission to broaden its offer beyond the package holiday.
So often the cheerleaders for an organisation, marketers are being encouraged to speak out rather than feel isolated when suffering problems with their wellbeing.
TUI’s marketing boss and Debenhams’ former CMO discuss the lessons learnt during Covid and look forward to a more dynamic future.
Black Representation in Marketing (BRiM) is calling on marketing organisations to sign up to its new framework, after finding 42% of marketing professionals haven’t made any decisions to increase black representation in the past year.
TUI now acts on customer insight “almost immediately”, a change brought about by the pandemic that CMO Katie McAlister says must remain in place if it is to retain a competitive advantage.
Thinking differently may feel a little like a leap into the unknown at the moment, but having the confidence to take a chance is all part of a marketer’s make-up.
TUI is looking to build confidence as the travel sector begins to reopen with a multi-million pound campaign aimed at inspiring holiday nostalgia.
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.