Celebrating the RV life

Client: Tourism Holdings

THL001 IR2024 case study 01

Clarity, structure, understanding and engagement were the elements we introduced to our first integrated report for thl.

The brief

This was our first report for Tourism Holdings (thl), the world’s largest RV rental operator. They sought a deeper understanding of their business landscape, a more strategic approach to investor communications, and clearer storytelling to convey the scale, focus, and strategies of their multi-tiered operations to both shareholders and staff.

The solution

We began with an in-depth analysis of thl’s business model, investment thesis, and value creation process. We also sought to understand how their capability to manage complexity sharpens their competitive advantage. Once this foundation was in place, we distilled these insights into clear, accessible principles and developed a structured messaging hierarchy.

Next, we thoughtfully organised the report’s content to maximise engagement and comprehension before turning to the design. thl had already transitioned to a screen-friendly landscape format, and we continued with this. We introduced a fresher, lighter and more sophisticated aesthetic and clarified the report's structure and navigation to improve understanding. At the same time, we retained connectivity with thl’s previous reports design in order to maintain a sense of consistency for stakeholders.

The single minded design idea was ‘the RV life’ – reflecting the global presence of thl and the increasingly broader appeal of RV travel across different age groups. Selective use of a circle image on the front and back cover was designed to reflect the ‘globe’, reinforcing the headline of ‘As seen, worldwide’. Drawing on a variety of brand imagery through the report to show a range of product brands in different parts of the world with each key image referenced with a longitude / latitude detail. The technical quality of these typographic elements extended into a simple graphic language of connected lines and circles, referencing the technology streams of work underway and the overall connected strategic thinking of the business.

We also enhanced the connectivity of the various stories, ensuring each reported back to the core strategic initiatives and Value Creation Model—key principles of integrated reporting that are often underutilised. Additionally, we emphasised how each story linked to thl’s Future-Fit sustainability programme, helping readers join the dots between commercial strategies and ESG undertakings.

The result

thl immediately noticed the difference this year. Their communication lead said: “This year’s process has been more streamlined and efficient thanks to the combination of your technology tools and a highly experienced team.” A senior executive commented: “You’ve been fantastic to work with, made the process much simpler for us, and delivered a truly exceptional final product.” Another remarked, “The storytelling feels like a real step up this year.”

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