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In the latest episode of Marketing Week’s podcast series, TUI’s CMO Katie McAlister and Global Brand and Content Director Toby Horry discuss how adversity helped the business develop an award-winning marketing team.
Covid has clearly been a difficult time for all businesses, but sectors such as travel have been hit the hardest.
TUI, like all other companies in this category, has been severely impacted by the challenges posed by the pandemic, including border closures and frequent changes to international travel restrictions.
Katie McAllister, the brand’s CMO, was right at the center of the upheaval. Not only do TUIs need to help existing customers navigate rapidly changing circumstances that result in holiday cancellations and postponements, but they also need to keep their co-workers motivated and ready to travel when things resume. I needed to reassure future customers that it was safe to do so.
She said the brand had a “very strong strategy” pre-pandemic, focused on growth and expanding the business beyond package vacations, so the company had “another repositioned TUI’ had to come up with how to harden for Covid.
McAlister and Global Brand and Content Director Toby Horry’s rallying of the marketing team during this time and their successful work despite the most challenging circumstances have helped the business achieve these goals. rice field. Year of the latest Marketing Week Awards.
McAlister and Horry join Marketing Week Editor-in-Chief Russell Parsons on the latest episode of the This Much I Learned podcast to discuss investing in achieving your ambitions, your brand’s two-step marketing approach, and caring for your team members. increase.
From opening up about mental health issues to closing career confidence gaps, you can listen to previous episodes of Marketing Week’s This Much I Learned podcast on Apple Podcasts, Soundcloud, and Spotify.
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