Creating a new TUI EVP.

Let’s TUI it. 

Engaging 60k+ TUI employees worldwide.

Hit hard by Covid, the travel sector was at a low ebb – and TUI needed to win talent round. 

Covid, coupled with economic downturn, hit the travel sector hard. While 2022 saw the world returning to normal, TUI was still dealing with two years of furlough and redundancies. Morale was low. New talent and even current colleagues needed to be convinced to work in an uncertain industry.

They came to us with a challenge: To win back talent during the biggest crisis that travel had ever seen.

We needed to position TUI as somewhere its colleagues are proud to work.    

We knew that a committed, authentic Employer Value Proposition for TUI would help drive recovery by attracting new talent and engaging existing employees.

It needed to:

  • Shout loud and proud about what it means to work at TUI.
  • Capture the can-do spirit of TUI people across the globe.

Our solution? Let’s TUI it.

A rallying cry that acknowledges that times have been tough, encapsulates the TUI ‘can-do’ positive attitude and heroes the ‘roll your sleeves up’ attitude shared by everyone at TUI.

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The ‘Let’s TUI it’ EVP launch needed to drive both internal engagement and external attraction. To do this, we centred our four-beat content-led strategy around first-person storytelling.

  1. Reach: We worked with TUI to assemble a powerful internal team to roll-out our omnichannel comms strategy across everything from the TUI global intranet, Smile, to office digital displays and a live chat with the CEO. 
  2. Educate: We designed an always-on destination – an internal hub for everything employer branding, including the Let’s TUI it toolkit, reaching employees in 44 countries over four continents.
  3. Engage: We invited TUI people to star in our launch video, Life at TUI, by submitting self-recorded clips of their typical day at work – receiving 500+ submissions.
  4. Launch: We edited together all UGC submissions to create a memorable, authentic launch video filmed entirely by TUI colleagues.


Let's TUI It is about galvanising a movement, with employee advocacy is at the core. Key to our strategy was encouraging everyone to bring colleagues on the journey, get them hands-on with the launch and empower them to propel the new EVP.

Flying in the face of travel industry convention, with many TUI competitors restricting their staff from posting on social media, the Let’s TUI it EVP video and launch empowered colleagues to be part of a movement, and share their positive TUI work-life stories on personal and professional social channels.

Templates including Teams backgrounds and LinkedIn banners were available to download from the hub, empowering colleagues to share ‘Let’s TUI it.’

Our Results

  • Exceeded our ambassador recruitment target by over 400% – with 208 employees recruited from 18 countries, across all business functions.
  • Delivered 39m organic reach on LinkedIn, with users resharing TUI content at 10x the platform average
  • Engaged employees worldwide, with 500+ videos submitted for the launch film
  • Created an internal Let’s TUI it hub, serving employees from 44 countries, over four continents.
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ambassadors recruited


organic reach


videos submitted for the launch