In a complex business like aviation, the functional divisions should be open to a powerful, differentiating service culture. Voice strategists worked with senior executives at Qantas to develop an integrated internal communications programme to align the business in pursuit of even higher customer experience standards.

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 on business competitiveness and audience insights.

With the support of past 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.