The document discusses how TUI Belgium transformed their brand and marketing approach. They established an in-house digital marketing team with expertise to centrally manage media buying and share data across teams. This allowed them to connect customer data from offline and online sources to better target audiences. As a result, brand awareness increased along with online revenue and searches for the new TUI brand after rebranding from Jetair.

1. Smart use of data and inhouse skills lead to success

2. 2
Brand transformation
TUI Belgium | Digital Marketing | Kathleen Vandenbulcke & Nicolas Elshout | 22/02/2018 Think with Google

3. 3
Brand transformation
TUI Belgium | Digital Marketing | Kathleen Vandenbulcke & Nicolas Elshout | 22/02/2018 Think with Google

4. 5
Brand transformation - Connect known and unknown
Smart media
buying
Connect known
and unknown
New organization
Jetair becomes TUI
TUI Belgium | Digital Marketing | Kathleen Vandenbulcke & Nicolas Elshout | 22/02/2018 Think with Google

5. 6
Connect known with unknown
TUI Belgium | Digital Marketing | Kathleen Vandenbulcke & Nicolas Elshout | 22/02/2018 Think with Google

6. 7
Brand transformation - Smart media buying
Smart media
buying
Connect known
and unknown
New organization
Jetair becomes TUI
TUI Belgium | Digital Marketing | Kathleen Vandenbulcke & Nicolas Elshout | 22/02/2018 Think with Google

7. 8
Smart media buying
Private Market
Places
Preferred deals
Programmatic
guaranteed
Open RTB
Known
audiences
Unknown
audiences
One view of the customer
TUI Belgium | Digital Marketing | Kathleen Vandenbulcke & Nicolas Elshout | 22/02/2018 Think with Google

8. 9
Looks
Familiar?

9. 10
Connect offline ads to online behavior
TUI Belgium | Digital Marketing | Kathleen Vandenbulcke & Nicolas Elshout | 22/02/2018 Think with Google

10. 11
Brand transformation - New organization
Smart media
buying
Connect known
and unknown
New
organization
Jetair becomes TUI
TUI Belgium | Digital Marketing | Kathleen Vandenbulcke & Nicolas Elshout | 22/02/2018 Think with Google

11. 12
The past - working in silo’s
Agency
CRM
Product
/Pricing
Marketing
TUI Belgium | Digital Marketing | Kathleen Vandenbulcke & Nicolas Elshout | 22/02/2018 Think with Google

12. 13
Rebranding - developing inhouse team
CRM
Product
/Pricing
Inhouse
Digital Marketing
TUI Belgium | Digital Marketing | Kathleen Vandenbulcke & Nicolas Elshout | 22/02/2018 Think with Google

13. 14
Present - a connected local team
CRM
Product
/Pricing
best business
outcomeDATA DATA
DATA
Inhouse
Digital Marketing
External data
(weather,...)
Clickshare, conversion,
branded searches,...
Customer insights
Share data
Clickshare, conversion,
branded searches,...
Load factor, sales data,
margin,..
Share data
TUI Belgium | Digital Marketing | Kathleen Vandenbulcke & Nicolas Elshout | 22/02/2018 Think with Google

14. 15
Brand transformation results and milestones
Jetair
TUI
Best digital
brand award
Jetair
becomes TUI
Brand
awareness
Increase in
online revenue
Frontloading
+ 155%
More searches
for TUI
Oct ‘16 Mar ‘17 July‘17 Oct ‘17
Google Trends
TUI Belgium | Digital Marketing | Kathleen Vandenbulcke & Nicolas Elshout | 22/02/2018 Think with Google

15. 16
1. Get in house expertise (and get smarter)
1. Control (and be smart) about all digital media buys
1. Use smart data to connect smart teams
3 key takeaways for flexible and controlled digital marketing