Avvio behind brand for 'Employer of the Year'.
The employer brand for TUI that helped 2 different companies come together, unleash their energy and deliver on company values and strategy.
2008 saw a complex merger of Thomson and First Choice holidays and together they were brought under the name of TUI. These were two companies with similar products but very different histories, cultures and strategies.
'Be Special' is the employer brand we created for TUI. It was launched at the TUI Leadership Conference in September 2008, and then cascaded to all UK & Ireland employees.
Today, the brand is now a living and breathing embodiment of TUI and Avvio has developed a messaging platform that stretches ‘Be Special’ across all employee touch points – from recruitment, through induction onto learning, development, and everything else in between.
Thriving on the success of 'Be Special', TUI won The 2009 Workforce Development Awards Employer of the Year.
Results:
The business has increased employee retention, augmented sales performance and reduced recruitment costs.