In 2022, although people were able to travel more freely again after the pandemic, TUI was dealing with the aftershock of the world being closed for two years. Morale was low and it needed to convince new talent that the industry was still attractive, and rejuvenate enthusiasm among 61,000 existing colleagues. The company set out to create an authentic, global employer brand that would drive recovery, and encourage candidates to choose TUI over other brands.

Research showed that TUI colleagues had a collective spirit and commitment to do right by each other, and it was important to celebrate that. ‘Let’s TUI it’ was the chosen slogan, encapsulating the can-do attitude of the company and inviting external candidates to join a collective mission. Visuals showed employees in action rather than stock images, showing authenticity. The launch strategy needed to engage internal employees, encourage them to create their own content, and attract new employees.

TUI invited colleagues to ‘be the campaign’, with user-generated videos showing the company spirit in action. Hundreds of contributions were edited into a ‘Life at TUI’ documentary-style film showcasing colleagues from head office to exotic locations such as Cancun. Feedback was overwhelmingly positive, exceeding initial targets and increasing feelings of pride in working for the company.