Hi, I'm Luca.
I'm here at Savage Tech in Amsterdam and I'm standing with Edwin, who is Director of Digital
Marketing at TUI Benelux.
Hello.
Can you say a little bit about what you do in your everyday work?
Yes.
My name is Edwin Hof.
I'm responsible for all digital marketing for TUI and that means running all performance
campaigns.
So, trying to get as many people on the website who want to do a booking within 30 days, but
also building the brand.
So building TUI as a digital brand on social media, programmatic marketing, video advertising.
And we do a lot of things ourselves.
So I see myself and my team as a digital agency within TUI.
And yeah, that's me.
So what works?
Now I'm going straight to it.
What works for you in your marketing work?
What works is using data in such a way that we create marketing campaigns which are not
irritating.
So a lot of people say, okay, this advertising is simply retargeting people, which is annoying.
And I think what works for us is that we use the right data, that we are not irritating
people but sending them the right message at the right moment, at the right device.
That sounds easy, that's not, but I think we are doing a good job on that.
And you mentioned video advertising.
What is video advertising for a company like TUI?
In travel, video is really important.
We sell an experience and it's also a great product where you can use nice video material
to show what kind of products we have.
So video is really broad and that's why you ask, of course, but I see there are a couple
of levels in video.
So we have this, let's say hygiene videos, so just videos of how big is the room, where
is the swimming pool, informational videos.
But that's not very interesting when you want to search and want to be inspired.
So we have also hero content, drones flying around in resorts, 360 videos, the commercial
which we show on TV, which is more about building the brand.
And then we have in the middle a lot of, we try to create more and more video content
on small moments.
So depending on the audience, families have a completely different holiday experience
than when you're on holiday with only your wife as a couple or when you're traveling
with your grandparents, for example.
So we can create a lot of different video parts, video advertising campaigns.
Yeah, that sounds, it's super interesting.
We can talk a lot more about that.
You just did a talk.
What was that talk about?
It was about last year we changed our brand from Arca into Thuy.
Arca, we did a big name change.
Arca was our name for 80 years.
My talk was about how we used programmatic marketing and social media marketing to really
build the new brand Thuy because we are now called Thuy in the Netherlands.
And how we created very good results because the unaided brand awareness of Thuy is at
the moment at the same level as Arca has been.
And that was a brand which was over 80 years old.
So that is a very big success for us.
So that was my talk about.
So congratulations.
That sounds amazing.
So if we should finish off, is there one or two advices you want to give future marketers,
the digital marketers out there from your perspective, stuff they should be doing, stuff
they should be focusing on?
There are a lot of challenges and stuff they should be focusing on.
But I think one is to be relevant.
Make sure you are owner of the data.
Don't be dependent on a lot of agencies or technology parties outside.
But try to be smart with your own data and use the data in such a way that you are relevant
to your target audiences.
So that's my advice.
