Australia's Premium Airline is globally renowned for an impeccable safety record supported by service that reflects the Australian spirit. As an Ambassador for Australia the 8,500 staff and crew need to be able to communicate clearly to reflect the Qantas culture.
Early in 2006 'in the zone' was launched to govern the service standards and crew interaction with passengers. This incentive was soon recognised as an economy service focus and a differentiator was needed for First & Business customers.
Related Project
Qantas Style Guide
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BrandCulture were engaged to create an internal brand to deliver on this level of expectation held by First & Business customers. The line 'Where the Experience is Everything' became the back bone of the campaign and is seen in conjunction with the obvious but well understood 'First & Business' qualifier. Guidelines were set up for the application of this new brand on print collateral and digital usage. The monthly 'Source' magazine and current staff on-line training tools were all aligned to support the launch.
BrandCulture developed an environmental experience in staff bases across Australia, New Zealand, Asia and Europe using materials such as metallic photographic paper, silk banners and rear mounted acrylic blades to reflect this new premium brand. |
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Product & Service Centre Window Banners
