Let's TUI It
In a fiercely competitive market for talent, TUI needed to win people over and give its 60k+ colleagues worldwide something to rally behind. Our challenge was to create an employer brand that was ownable, unifying and flexible enough to speak to people in very different roles all over the world.
Client: TUI
My role: Creative lead, concept, art direction and design
The idea
We started by listening to colleagues across TUI. One theme kept coming up: TUI is a place where people roll up their sleeves and get things done.
So we turned TUI into a verb: Let’s TUI it. An ownable employer brand identity that captures TUI’s can-do attitude and invites colleagues to take on challenges together.
The launch
Rather than tell colleagues what Let's TUI it meant, we asked them to show us, and make the launch film with us.
Life at TUI is a documentary shot entirely by colleagues around the world, from resorts to the flight deck. More than 500 clips came in, edited into one day from sunrise to sunset. The perfect showcase of Let's TUI it.
Results
Colleagues didn't just watch the launch, they joined in. We recruited 208 brand ambassadors from 18 countries, more than four times our target, and colleagues' posts reached 2.39 million people organically on LinkedIn, reshared at ten times the platform average. The Let's TUI it hub now serves colleagues in 44 countries across four continents.
My role
Let's TUI it was my idea, and I led the creative from first concept to launch. I worked side by side with TUI's team throughout, shaped the launch campaign, briefed colleagues on what and how to film, and art directed the final film.
