Case Study: Tui Group

Tui's Comms Department has adopted Releasd to streamline their communication channels and provide an overview of their work for stakeholder groups across the entire business.

Business Summary

TUI Group is the world’s number one tourism business. The broad portfolio gathered under the Group umbrella will consist of strong tour operators, 1,600 travel agencies and leading online portals, six touristic airlines with around 150 aircraft, over 300 hotels with 214,000 beds, 16 cruise liners and countless incoming agencies in all major holiday destinations around the globe.

Most PR and Comms people don’t show off what they've done. They do it excellently for their company, but never for themselves. I think it’s important to do some self-branding!
Kuzey Esener, TUI Group

Hi Kuzey. What do you do?

I am Corporate Spokesperson and Head of Media Relations for TUI.

My team is responsible for external Comms - not only with media, but influencers and even other stakeholders, for instance investors.


Why is stakeholder engagement important to your team?

Most PR and Comms people don’t show off what they've done. They do it excellently for their company, but never for themselves. I think it’s important to do some self-branding!


Who are your stakeholders?

Almost everybody. That includes the Board and Supervisory Board, and the various business units.


How were you engaging them before Releasd?

We had various tools and channels to show what we were doing in Comms, and to display our work. We used the intranet to place articles, or shared daily coverage reports - but there was never a platform where you could aggregate all of channels into one.


Why did you adopt Releasd?

To me it is a self-branding tool. A great platform to create an overview and brand our team’s work.

It was very simple and intuitive and could be used with no prior knowledge.

Releasd is a great platform to create an overview, and brand our team’s work. It was very simple and intuitive and could be used with no prior knowledge.

What impact has Releasd had?

I think the ROI is measured best in feedback that we receive.

People who’d never responded to previous updates said "Oh, this is really great." Or "I use it every day."

You can monitor the click rates and see how often people have looked at it, but also people think about the platform and content and then ask "Can you tweak this or that?" So they gave us feedback on and suggestions on how to improve things.

And also the flexibility is great. Your team has even been chasing us, saying, "Look, let's help you get more out of the product." That’s been really helpful.

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