Challenge
The Qantas Group has long pursued corporate-wide initiatives and programs to help reduce its environmental impacts. In 2011, Qantas refreshed the company’s Environment Strategy, but saw a need to work closely with several of its business units in order to bring the new strategy to life.
Insight
Having worked with OgilvyEarth since 2008 on a variety of environmental engagement and communication programs, Qantas again hired OgilvyEarth to help determine how to best engage Qantas’ business units to act on the new Environment Strategy. Given the decentralised management structure of the business and the voluntary nature of several elements of the new Environmental Strategy, it would be critical to be able to demonstrate how the new Environment Strategy could add value to and benefit each business unit.
Result
Working closely with the Qantas Group’s corporate Environment Team as well as several business unit leads to develop a Engagement Strategy and Action Plan document for Qantas. OgilvyEarth used its existing knowledge of Qantas’ business as well as additional internal interviews, meetings and market research to create a detailed set of recommendations to help Qantas take its Environment Strategy to the next level. By aligning proposed actions and messaging with Qantas’ brand values, business mission and objectives, OgilvyEarth ensured the Engagement Strategy and Action Plan provided practical recommendations to the business without contributing ‘strategy document overload’.