BRAND: Tui Travel

How do I motivate employees after a merger?

Get them to build the vision and values


The merger of two leisure travel firms, TUI Tourism and First Choice created a FTSE 100 company with a £14 billion turnover, comprising 50,000 employees and 250 separate organisations. We were asked to create the vision and values for the new offering, aimed at employees.


We carried out a thorough programme of key player interviews and devised and implemented a series of workshops across Europe throughout both organisations – gaining valuable insights about shared motivations. We developed a theme that captured the ambition of what had become the world’s largest travel companies which was all about having a winning spirit.


The result was an engagement programme that gave impetus to the new organisation when it most needed it, enabling it to create a sense of purpose employees could gather around both in the short and long term.


  • Positioning and values
  • Brand identity
  • Key messaging
  • Brand videos