How we crossed the 'T's, dotted the 'I's and put TUI at the top

TUI, a British leisure travel group, launched a campaign in the UK to rebrand from Thomson to TUI with OOH, digital takeovers and TVCs that demonstrated the customer centricity of a TUI holiday.

Campaign details

Brand: TUIAdvertiser: TUI UKEntrants: VMLY&R and MediaComPrincipal authors: Emily James, VMLY&R; Josh Taylor-Dadds, VMLY&RContributing authors: Miriam Goode, VMLY&R; Emma Whitehouse, Huong Nguyen, and Justyna Hudon, MediaCom

Executive Summary

Managing a rebrand can be a perilous challenge. The graveyard of failed attempts demonstrates the dominance of risk over reward.

Through a meticulously planned rebrand campaign, drawing on three strategic imperatives, this case is a roadmap for minimising risk and maximising reward. Thomson, a 60 year-old legacy brand, pivoted to successfully emerge as TUI with a new positioning, new equity and...

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