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...