Through a detailed rebrand plan 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 new customers. Against a risk of losing 954k passengers and nearly £850m revenue, the campaign delivered growth over just 18 months. Econometric analysis estimates an ROI of £0.31 profit for every £1 invested.