Merlin Entertainments wanted to launch new values to its 30,000 employees across the globe – its first set of new values in 20 years. The company had just 63 days to launch the five themes: Go Together; Enjoy the Ride; Drive and Discover; We Care; Your Craft. Working with Ph. Creative, Merlin devised an experience that would ensure staff across its 140 attractions and brands would feel included in the values and have a sense of equity in them.

An immersive campaign showed that the values were already part of Merlin’s culture and were just waiting to be celebrated. More than 300 leaders attended a three-day event in Gardaland, Italy, which culminated in a values launch film. Ph. Creative strategically placed branded wording of the new values around the venue, ‘hidden in plain sight’, so leaders would see them in restaurants and receptions. They then took leaders’ quotes and wrote them on giant post-it notes, creating the feel of a collaborative workshop.

To accompany the values launch, the agency created an interactive 43-page book for teams back home, expanding on the values and helping them foster a deeper understanding of them. It also designed ‘values conversation cards’ to help leaders introduce them to their teams. A redesigned recognition programme gets employees excited about the values in their daily work. More than nine in 10 leaders said the launch was the “best leadership event they have ever attended”.