TUI Rebrand: The internal communications challenge

TUI, a British leisure travel group, launched a three-phase internal campaign in the UK to prepare its colleagues for its rebrand from Thomson and Falcon to TUI.

Background

In October 2017, two of the UK and Ireland's leading travel brands, Thomson and Falcon, were set to rebrand to TUI and complete the master brand's strategy of aligning the customer experience with one brand across all markets.

The UK is the largest market for TUI with ambitious growth targets over the next 3-5 years, so the company had to quickly raise brand awareness across the UK & Ireland for the rebrand to be a success. As well as investing in an external marketing campaign, it also looked to develop an aligned internal communications plan to engage its 12,000...

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