TUI: New Diversity Guidelines fuel an inclusive global campaign

Opportunity

TUI creates a huge amount of advertising imagery and content every year across Europe and with a new global campaign in production there was an opportunity to make a step change in the diversity of the people that they portray in their communications.

Initiative

TUI has created its first diversity guidelines so that anyone in the business or their agencies has clear guidance on how to ensure that different dimensions of diversity are considered when creating video, illustration or photography assets.  The BRIM framework acted as the template for creating this guideline and without BRiM TUI wouldn’t have had the knowledge or confidence to know where to start.

Impact

The creation of the diversity guidelines has already made an impact on TUI’s marketing with a number of shoots having been directly influenced by its creation.  The biggest of these was TUI’s new global campaign ‘Live Happy’ which involved casting over 30 people so the guideline made sure that diversity was a key consideration in that process.  Indeed their hero photographic image shows an older Black woman relaxing in a swimming pool. In addition there have been a number of other shoots which have deployed the guideline including a shoot for weddings as well as an ongoing shoot to capture the diversity of colleagues that work at TUI. All shoots going forward will utilise the guideline so that they continue to improve the diversity of their marketing assets over time.

“We feel like we’ve made as step change in the way we portray diversity in our marketing and, whilst we still have a long way to go, we’re now being far more deliberate in how we approach this. BRiM gave us the impetus and guidance on how to move from thinking to action and its impact is clear to see in our new marketing assets.”

Toby Horry, Group Brand & Content Director

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