Revitalising the iconic Virgin Australia brand…from the customer and up!
In 2018 the Virgin Australia team wanted to revitalise the brand, it’s purpose and the alignment and energy of the
Virgin workforce.
In 2018 the Virgin Australia team wanted to revitalise the brand, it’s purpose and the alignment and energy of the
Virgin workforce.
PHASE 1 – ASKING AUSTRALIANS ABOUT TRAVEL
Working with Forethought, Virgin took a customer-centred approach via research to understand what was most important to customers, and how well Virgin was performing on those drivers of customer behaviour.
PHASE 2 – ENGAGING THE BUSINESS TO DRIVE STRATEGY
Once the quantitative research was complete, Virgin Australia worked with the Forethought Engagement team to design an Engagement Program that would facilitate management decision making anchored to the customer insight and steer alignment across Virgin Australia.
The Program was tailored to the unique structure of the organisation, and business objective. Partnering with the Forethought Engagement team to turn the customer insights into Brand & Communications Strategy & Execution, the Virgin Australia Executive were supported to define the brand’s North Star (purpose, promise)
Together Virgin Australia and Forethought built the Brand & Communications Blueprint, and we continued to support Virgin Australia to steer the Blueprint through the executional teams
LEADERSHIP PROGRAM ACHIEVED
EXECUTIONAL TEAMS PROGRAM ACHIEVED