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Home: Video Innovation At TUI
Storytelling Starts At
Figaro Digital spoke to Josh Newman, Head of Production at TUI Group, to fi nd out how the relaunched brand is using storytelling to transport customers before they even leave the house.
2017 will go down as the year that we said goodbye to Thomson and hello to TUI, which announced itself across screens with tempting visuals, a clever tagline (putting ‘u’ in the middle), and a meticulously designed selection of newly curated holiday packages. TUI is positioning itself at the forefront of innovation within the travel and hospitality industry, and one area where this is particularly apparent is its revamped approach to video marketing. A sector that lends itself to aspirational content, beautiful imagery, and intimate, personalised experiences, travel is a vibrant market, where an appealing, well-curated video can be the clincher for a sale. So how is TUI diff erentiating its video off ering between its diverse new products?
A Seamless Story
“The storytelling can be quite diffi cult, because there are diff erent segments of the company that are involved in storytelling, consciously or not,” explains Newman. Understanding exactly which story needs to be told is one of the key features of this process, as TUI needs to have a thorough understanding both of its products, and the customers that are attracted to its rich selection. “We want to present a better view of that product, which resonates with the individual who is
searching. The same customer might be looking at luxury packages from our Sensatori range as well as the Family Life range, so we need to diff erentiate the content between those products in a way that is still relevant to that individual.” One of the fi rst steps was establishing a clear aesthetic for each of the product ranges, which would lend itself to creating clearly defi ned stories. “Maintaining that consistency was really important to us; on the one hand our products at TUI are very broad, but on a macro level, there are a lot of similarities in the products we sell. It’s not enough to show a beautiful hotel in a sunny location. We need to diff erentiate these, and storytelling allows us to do that.” The consistency of their product messaging is an element which TUI has implemented across all of its communications, from programmatic bidding to social media. Wherever a customer starts their journey, Newman and his team make sure that they follow the same story as they progress from ad to booking. “We spend our time thinking about how to give customers the confi dence they need through the correct channel and storytelling is a big part of that.” Whatever path the consumer takes to arrive at TUI’s website, the story they follow will be continuous, and relevant to their needs and demographic.
28 issue 31 spring 2018
Words: Gill Ingram Photography: TUI AG
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