In a complex business like aviation, the functional divisions in a business should not become barriers to a powerful, differentiating service culture. Voice strategists worked with senior executives at Qantas to develop an integrated program of internal communications designed to align the business in pursuit of even higher standards of customer experience.

For an iconic national brand like Qantas, all stakeholders – including customers, shareholders, employees and the wider public -believe they ‘own’ the brand and have strong views about how it should behave. So a transformation of the organisational culture designed to strengthen the customer experience needed a pragmatic platform based both on business competitiveness and audience insights.

With the support of then CEO Geoff Dixon and his ExCo, an inspiring, internal branding platform was developed and launched in the business, with the ongoing delivery transferred successfully to the internal communications team.