Creating impact is crucial but challenging for marketers in today’s distracted and fragmented world. It’s something TUI’s Toby Horry takes seriously: “We’re not the colouring-in department; we don’t just do this for fun. This is about making sure everything we do actually ladders up to business results.”
Part of TUI’s strategy to drive those business results is using TikTok to reach people who consume media in non-traditional ways. “It’s a comparatively new channel for all of us,” Horry says. “And it's really exciting because its growth has been tremendous and it really has started to open up opportunities to talk to people who may not be using more linear channels.”
To gain a more in-depth understanding of how Horry, and TUI, create positive impact, pk10 and Performance Marketing World meet him at the TUI store at Westfield shopping centre in Stratford, London.
There, we discover how TUI leverages TikTok to connect with travellers at every stage of their journey, what Horry does outside of work to stay sharp inside it – hint: he likes to fly! – and why his ForYou page is filled with his daughter’s videos, starring a certain “airport Dad”.
Watch the video and also catch Horry’s leadership tips and a look at how TUI engages TikTok audiences.