Kuoni Group - GTA | Morgan Agency

KUONI GROUP – GTA

DEVELOPING A GLOBAL BUSINESS STRATEGY IN A FAST MOVING AND COMPLEX MARKETPLACE AND MAKING IT LOOK EASY

GTA’s global leadership team were struggling to articulate their unique purpose and vision.

This resulted in two-thirds of their people not understanding the organisation’s strategic direction. We partnered with their CEO to develop, launch and embed a new narrative.

We spent the first year working with the global senior leadership team to develop the strategic narrative and communicate this to all internal and external stakeholders. Taking the complex marketplace as the starting point, we conducted interviews and workshops with the leadership team and 54 employees representing all regions, functions and job roles globally.

This insight activity helped us to create Vision 2020, a strategy campaign including:

A clear identity encapsulating exactly who GTA are
A revised vision – to be the world’s easiest travel distribution partner
A new mission – to make it easier for partners to sell more
Four strategic pillars – articulating how the mission and vision would be achieved
A roadmap – linking business initiatives for the next five years to these strategic pillars

“

Morgan’s desire to get to grips with our complex business, and their focus on ensuring our people could understand our new strategy, has created a dynamic, exciting and clear roadmap for success. Their agility and flexibility meant they quickly embedded within our business and became a trusted extension of my team.

// CHIEF GLOBAL HR OFFICER, GTA

EMBEDDING THE STRATEGY

To build and maintain engagement we delivered:

Leadership toolkits and training to support effective conversations
A microsite to encourage personal commitments
Space branding for 41 global offices
The facilitation of six global virtual conferences consisting of live and pre-recorded presentations, vox pops, interactive sessions, networking lounges and a live Q&A
Content and event design for three global face-to-face conferences

RESULTS

Direct results from GTA’s global employee engagement survey:

94%
of employees felt Vision 2020 was clearly communicated
90%
of employees felt they could contribute to Vision 2020
91%
of employees understood GTA’s vision and strategy
86%
felt inspired by Vision 2020

“

Working with Morgan was the best partnership I could ever have hoped for! They quickly became part of the team and worked alongside me to make our business strategy launch a great success. I would have absolutely no hesitation in recommending Morgan because they are there to support you every step of the way, and won’t let you down.

// GLOBAL INTERNAL COMMUNICATIONS MANAGER, GTA

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