From strategy to story
Defining a compelling story to bring Air Astana’s strategy to life
The largest and fastest growing airline in Central Asia, Air Astana faced significant challenges to achieve profitable expansion, including rising fuel costs and increasing competition.
To deliver the innovation and efficiencies necessary for success, Air Astana needed to create and share a compelling story of the past, present and future – a vision that all 5,000 colleagues would be willing to get behind.
In a highly interactive session, we defined the key focus areas of the strategy for communication, exploring the different chapters that would make up the backbone of the narrative – underpinned with real-life examples.
Throughout this discussion, our illustrator captured the key points in a visually engaging, eight-foot storyboard and message matrix, enabling leaders to see the combined result of their efforts. From this, we drafted the written strategy narrative.
What colleagues said…
This single version of the truth means the Leadership team are aligned with the overarching rationale of our strategy.