TUI TRAVEL

Our brief was to help TUI Travel PLC educate the investment community on the merits of their position as the leader in their sector. We needed to define and articulate a new vision and a set of values to help drive the business forward and deliver growth.

We began working on a three month intensive programme entitled ‘TUI Spirit’, designed to collaborate and engage with the senior management and colleagues in the process of developing the new vision and values. Conducting interviews and workshops throughout the business, our ‘TUI Spirit’ programme spread across three continents, with the added benefit of bringing together the two (formerly competitive) companies, working closely for the first time, to draft their future.

During this time a sentiment began to emerge; people recognised that TUI Travel PLC was responsible for the most valuable asset consumers have, their leisure time. We amplified this insight to create the new vision ‘Making travel experiences special’.

Visually, the company already used the ‘TUI Smile’ brand mark, so it made sense to build on it. Taking the new vision and combining it with the fact that TUI Travel PLC was now bigger and better than its previous incarnation, we developed the line ‘More than a smile’. Strategically this enabled the business to clearly tell their story and re-enforce their reputation as one of the most differentiated travel brands.

The ‘TUI Spirit’ program set the tone for engaging the business’s senior staff in the new vision. To capture and communicate the spirit of the new brand positioning we created a corporate video for a launch at an executive conference held in Paris for 500 senior managers. Each manager was then given a toolkit that Carnegie Orr created to help them engage their staff in the new vision and values.

The video was also adapted for external audiences, incorporating it in the corporate website and further developing it as an investor relations tool.

The first annual report and accounts post-merger provided the opportunity for us to bring the new positioning to life and present it to the investment community. Continuing with the key imagery and messages from the internal and external communications; Trustworthy brands, Specialist businesses, Responsible leadership, helping to firmly establish TUI Travel's reputation as the leading international leisure travel company – a force to be reckoned with and a strong investment proposition.