The tour operator JT Touristik from Berlin is a specialist for journeys to the United Arab Emirates and especially to Dubai and Abu Dhabi. JT Touristik offers more than 150 destinations worldwide. Since 2010, it has been marketing itself with a strong corporate identity and an even stronger color: pink. With a small media budget compared to the competition, awareness for JT Touristik in the travel sector was to be enhanced. Jasmin Taylor, CEO and founder of JT Touristik, becomes a living brand. We developed the “pink power” concept – a personal style guide for Jasmin Taylor. In a world dominated by grey suits, she has been wearing only pink clothing in public since 2010. The success: over 200 articles in the press and an increase in revenue of over 151 million euros in the financial year 2014.