Kolle Rebbe develops international employer branding campaign for TUI

Tourism as a career: In the future, TUI Group will be a uniform employer brand worldwide.

Although digitalisation has spread to the travel industry, it is not algorithms and data that make TUI the world’s leading tourism business, but the people behind them. This ethos is underscored by the new employer brand identity of the TUI Group, which is encapsulated in the motto of ‘Putting people first is what makes us number one’. As part of this identity, the TUI Group presents itself as the ideal employer for highly qualified employees who wish to redefine travel – and take the famous TUI smile into the future.

By the end of the current financial year, the employer branding campaign developed by Kolle Rebbe – which comprises more than 20 images – will be rolled out across 14 European markets. Anyone expecting a TUI employer branding campaign to show smiling employees surrounded by palm trees is in for a surprise: it works solely with illustrations and replaces the stereotype of holiday entertainers with a contemporary and progressive image.

All the illustrations are cleverly and concisely tailored to the various career options and form part of a toolkit that individual markets can utilise with the help of a campaign manual. Alongside above-the-line ads, the toolkit also includes billboards, digital OOH, social media ads (such as for XING and LinkedIn), short online films and a revamped landing page at tuigroup.com/careers.

As Sybille Reiß, Human Resources Director at TUI, explains: ‘Highly motivated and qualified employees have made us what we are today: the number one in the tourism industry. The new identity not only reflects this collective achievement, but also seeks to provide motivation for future challenges, particularly in the field of digitalisation. We therefore also want to target new colleagues from disciplines that have perhaps never previously considered us as a potential employer.’

Erik Friemuth, Group Chief Marketing Officer at the TUI Group, adds: ‘I am delighted that we now have a consistent employer identity across all markets to complement the overhaul of our umbrella brand. This sends a clear signal, both to potential applicants and our current employees, that they can pursue a career at the world’s leading tourism business.’

Kolle Rebbe has been the lead agency for TUI Deutschland and the TUI Group since 2011. In spring, the Hamburg-based firm was also named as the lead agency for TUI Cruises. The first images of the employer branding campaign are now in use in individual markets.