The plan had to resonate with holidaymakers, corporate guests, employees, investors, franchisees, partners and beyond.
It had to convey movement, exploration and progress. Not least, it had to reflect a brand refresh and a new purpose: True Hospitality for Good.
Finding the right name for the plan was crucial. After some twists and turns, we arrived at ‘Journey to Tomorrow’. This inspired the way we crafted a forward-moving narrative and visual style.
To get everyone onboard, we created materials that helped people to feel they were embarking on a project they were part of. This included an animation, a launch pack for employees, a factsheet, guidelines, website content, presentation template and social media assets.
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