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PURPO SE

P E RSO NA L ITY
MEASURIN G Our values are meaningless if we dont place value against them.
After all, we only achieve what we measure.
VALUES
Depending on the context, you may be measuring your work against
the Personality Spectrum of our values or the Purpose Spectrum;
and in some cases, all of it.

You may not hit every point in every single case they are set as
ideals against which to benchmark your work and output.
Aim high and live by our brand values proudly.
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P E RSO NA L ITY SP ECTRUM

Your work should be measured against the Personality Spectrum
in the following areas:
Selecting images and media for our communications
Designing user experiences and touchpoints
Evaluating the overall tone of any communications
Ask yourself the following questions:
Will this make the traveler feel joyful?
Are the intentions honest, self-evident and authentic?
Does this nurture trust, with our travelers, partners,
employees, stakeholders, etc.?

is this bold outstanding, differentiated,

attention-grabbing or even courageous?
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P URPO SE SPECTRU M

Your work should be measured against the Purpose Spectrum Ask yourself the following questions:
in the following dimensions:
Does this have a clearly communicated, altruistic end
Selecting our partners and the goals of each partnership in mind?

Communicating our mission across platforms Will this foster loyalty among relevant stakeholders,
partner organizations, travelers, employees or other
Evaluating whether we are advancing our stated goals groups?

Are we augmenting our proposition as an aspirational

brand? Will this draw more organizations to partner
with us? Will this reinforce traveler aspirations?