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.

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

Engagement program outcomes

LEADERSHIP PROGRAM ACHIEVED

  1. Virgin’s Executive and Agency Partners aligned on research
  2. The team developed the Brand ‘North Star’
  3. The North Star was a vital input to Executional Teams workshops and outcomes
  4. The Executive group agreed priority actions to impact brand growth

EXECUTIONAL TEAMS PROGRAM ACHIEVED

  1. Shared understanding of the research and the North Star
  2. Learned how to execute the North Star architecture in a way that was relevant to their business line and customers, ensuring consistency across the business
  3. Prioritisation of initiatives to deliver for launch